Creating a great checkout experience by keeping the queue to the perfect length.
The cash desk is one of the last contact points between customer and store personnel. It is thus a major opportunity for shaping the shopping experience in a positive manner for brick-and-mortar retailers. For 50 percent of customers, a long waiting line is a major shopping killer. Therefore, managing the queue length efficiently is a major part of creating a convenient checkout process.
- The lack of active, deliberately planned in-store traffic observation and queue management leads to a mismatch – or at least a delay – between the number of cash desks that are open and the number required.
- Some customers who notice long queues in front of cash desks terminate their purchase without completion. Filled abandoned baskets and shopping carts within the store might be an indicator of this. As a consequence, the store not only loses direct revenue, but its reputation also suffers.
- Having to queue in a long waiting line for payment and checkout reduces customer satisfaction significantly. This increases the danger that consumers’ negative feelings spread out to their perception of the brand as a whole. Ultimately, this could lead to consumers avoiding the brand’s stores altogether.
- When store personnel suddenly need to interrupt their current activity to go in front to open up an additional checkout, this is inefficient in terms of intra-day activity planning.
Benefits at a glance
- Insights into the current and expected consumer traffic at the checkout
- Reducing checkout waiting times for customers
- Optimizing store personnel’s intra-day activities
- Automatically anticipating the required amount of checkouts