Did you know: 65% of retail sales are impulse purchases? While not all of those impulse buys occur at checkout, the queue does represent an undeniable opportunity to use merchandising to boost impulse sales. And more. It’s much more than that. Beyond sales, these in-line, last-minute purchases enhance the customer experience and cultivate happier customers.
Below are some considerations worth factoring in as you build or refine your queue system, including ways to influence the impulse.
When a customer waits in a queue, their experience matters. The more you are able to engage your customer in a positive, even pleasurable experience, the shorter the perceived wait time can be. You can create an enjoyable sensory experience with visuals (think colors and textures), sounds, and even scents that will disrupt the moment and generate interest and distraction.1 68% of customers who leave a queue do so because they feel you don’t care.2 Cultivating a positive experience promotes the feeling of being cared about and can deepen customer loyalty. If shoppers choose one or more additional items to purchase while in the queue, those pleasurable feelings will be reinforced with positive associations each time they see or use those products.1 Place products with delight in mind.