Many retailers use service quality as a predictor of future growth and market share.  One way that retailers can increase customers’ perceptions of service quality is at the checkout line.  Customers’ perceptions of a shopping experience can be dramatically enhanced or destroyed based on the waiting line.

David Maister has done research in this area and offers suggestions for ways to improve the perception of service quality through the waiting line experience.  Some of these suggestions include:

1) Occupy the customer’s time with digital signage or in-line merchandising.  This will distract the customer from focusing on the passage of time.  Digital signage can include promotional information, commercials, or TV shows to distract the customer.

2) Engage the customer sooner by having the customer initiate the checkout process sooner.  This can include the customer unloading his or her cart or fill out any necessary paperwork.

3) Reduce customer anxiety by utilizing a single-line queue with multiple services.  This will shorten both the actual and perceived wait times.  Retailers can also reduce anxiety by attempting to accurately predict and set a wait time.

4) Explain the wait to customers.  If a register isn’t working or something is broken, telling customers may increase their understanding and patience.

5) Make the wait equitable by using a first-come, first served method.

Discussion Question:

How can retailers make check out waits more bearable?

 

SOURCE: Perry Kuhlin, Retail Wire, July 16, 2013