Wouldn’t it be great if retailers could just let their customers walk right out the door with their desired merchandise and automatically withdraw the sales amount from their checking accounts? No waiting in line, no registers to staff, no threat of reneging… Clearly that day has not arrived. And until it does, we must all contend with the issue of waiting lines—how to cut them shorter, how to make them more enjoyable, and how to make them more profitable. In-queue merchandising provides the opportunity to turn otherwise idle space into a profit center for retailers, while also boosting customer satisfaction by reducing perceived wait times. Keeping people ‘occupied’ with great deals and great merchandise while they wait for the next available cashier is a win-win for retailers and shoppers. As you think about getting started with retail queue merchandising, or as you consider expanding your efforts, consider these strategies:
1. Think Feng Shui
Balancing the “energy” of your queue is made possible with the right combination of merchandise and open space. Just as having too little merchandise can be wasted opportunity, overstuffing your queue with merchandise is also ineffective. It’s tough for even the most seasoned shopper to avoid feeling overwhelmed when there is an over-abundance of “things” in their line of vision. Balance is key. Widen and rearrange your queue configuration where possible and streamline your in-line merchandising to match. (And keep the height of merchandising racks down to avoid a suffocating feeling.)
2. Merchandising on the Perimeter of the Queue
An often overlooked merchandising opportunity rests on the perimeter of many queues. When people walk around the outside of the queuing area, before entering the official line, there is often wasted space that can be used to nab a few more last minute sales. People just might feel more comfortable doing that last-minute shopping when it’s still “outside” of the line and they aren’t holding anyone up.
3. Start Small
There’s no need to completely overhaul your waiting line to test the idea of in-queue merchandising. In already crowded or small checkout lines, clear acrylic merchandising bowls can be added to the tops and sides of your queuing stanchions to present impulse-oriented merchandise. And there’s something magical about those bowls that seems to scream, “Great deal right here!” You just might find that starting with something small will help you gain the buy-in and proof you need to incorporate merchandising into a more concerted queuing approach.
4. Bring Products to Life
Waiting is the bane of a die-hard shopper’s existence. Sure people have their phones to keep them busy these days, but why not give customers another, more profitable, reason to be distracted? If you have some stellar merchandise on display in line, truly put the spotlight on the must-have items by using digital signage. How-to videos will show her how to accessorize with that funky piece of jewelry. A humorous commercial will convince him that he’s gotta have that silly trinket to entertain his kids. And if you can’t get folks off their phones, join ‘em: Everyone can appreciate a good review, so flash positive testimonials about your store’s inexpensive smartphone app and people can purchase and download as they wait. What kind of in-line merchandising “redecorating” does your line need? Consult a Lavi expert to find out.
