It’s already November. In the retail industry, there’s a lot to think about, consider, and plan for this time of year – in particular, Black Friday, which is when the best sales and promotions see the light of day, and stores have long lines reflecting such deals. Even in the midst of a not-so-stable economy, retailers are still able to attract customers and drive traffic to their stores on this shopping holiday. It’s those specials and promos that draw the people, and with crowds come safety considerations. How can retailers successfully handle the influx of shoppers so that the busiest shopping season of the year is both safe and profitable? The National Retail Federation’s (NRF) Effective Crowd Management Guidelines report is a great source of information on crowd management, offering tips and suggestions to retailers for maintaining the safety and security of their customers, employees, and store, especially in the potentially volatile queue.
Be proactive.
The NRF reports that retailers agree the top priority in event planning is safety, and the best way to keep customers, associates, and security personnel safe is by being proactive and thoroughly preparing for special events. Will your existing queue be able to handle the holiday excitement and numbers? If you’re not sure, it may be time to consider a new queue configuration.
Consider every angle.
Long lines are inevitable on Black Friday and lines will continue to snake through parking lots and into mall common areas throughout the holiday shopping season. Because of this, retailers must consider the logistics of the line, line placement, line monitors, signage, stanchions, and have an inclement weather plan in place.
Communicate.
Clear and effective communication is important. This means communicating policies and procedures to your team – cashiers, sales associates, security, management, loss prevention – as well as customers. Of course, these two groups will be privy to different information, but it’s crucial to keep customers in the loop. Keeping shoppers informed about wait times and product availability can keep tempers in check and improve customer satisfaction.
Use signage.
Communication should also occur via clear, legible, and visible signage. Signs can be used to note store entrances and exits, opening and closing times, extended hours, VIP checkouts, pick-up orders, restroom locations, location of major sale items, and, of course, where the queues are located and where the wait begins. Signage should also be used within the queue to explain procedures, while digital signage can display ads, promos, or commercials to keep customers entertained while they wait.
Create barricades.
The last thing you want to do on Black Friday is allow crowds to fend for themselves. Create the routes you want them to take and make it clear the areas where they are and are not permitted to go. Rigid rail barriers and mounted posts are good choices for big crowds because the queue is not easily adjusted to serve someone else’s needs. The queue you’ve designed will remain as you intended. Barricaded lines (inside or outside the store) with breaks and turns at appropriate intervals can maintain an orderly flow of traffic and reduce the chances of excited or frustrated customers and associates coming to harm.
Denote entry and exit points.
Limiting entries to the store, as well as entries to a line, can ensure effective crowd management. If you are a multiple-queue operation, this may be the time to consider a single-line queue leading to multiple servers to create an atmosphere of fairness and reduce line jumping or cries of “I was here first!” Above all, you want order, and putting as many rules in place as necessary can keep things moving smoothly. Holiday shopping brings with it a unique atmosphere. The status quo doesn’t always cut it for retailers, especially in the potentially explosive queue. Preparedness is what will help your store operate in a positive, fair, and safe way throughout Black Friday and the entire holiday season.
