David Aaker, Professor Emeritus of Marketing Strategy at the Haas School of Business and author of Brand Relevance: Making Competitors Irrelevant, wrote a nice piece for RetailCustomerExperience.com recently where he outlined eight characteristics of successful retail concepts. Aaker looked at common characteristics shared among brands like L.L. Bean, REI, IKEA, Apple, Whole Foods, and other distinctive retailers.
We looked at the resulting eight guidelines and how they might apply to an important piece of retail business: the queue.
Knowing that the queue (waiting line) is a place where business is won and lost, and where lasting impressions are formed, we think it makes good sense to look at your queue as a business-within-your-business and formulate a smart strategy.
So, let’s look at how Aaker’s findings might apply to your queue:
1. Have a clear vision
Successful retailers have a clear vision of who they are, who they serve, and how their brand connects with customers. Who are your customers? Are they wealthy urbanites, frugal stay-at-home moms, GenYers, outdoor enthusiasts? What’s important to them when it comes to the queuing experience? Do they just want to get in and out as if they’re in a convenience store or is waiting part of the experience as if they’re buying cronuts?Continue Reading