Managing people’s perceptions can be tricky especially for supermarkets. Whilst every retailer tries their best to optimise the store experience for their customers, some things are predictable but wait times can be difficult to foresee.
Historical data provides store owners with the power to predict possible delays or conditions that can impact efficiency during busy periods. But sometimes customers can make it a bit challenging with their contrasting demands.
Queuing Theory
Inspired by the work of a Danish engineer A.K. Erlang in the early 20th century, queuing theory can be helpful especially in the supermarket world.
Being a widely examined and researched topic in the field of Operations Research, it can also be used to describe features like average queue wait time and ways to optimise it.
Waiting Costs simply put together is the costs associated with customers waiting in queues. The Direct Waiting Costs with long waits that a business can observe are abandoned cart while the Indirect Waiting Costs can be perceptions of poor quality, increased dissatisfaction amongst customers, and in the long run low customer loyalty.
Queuing Psychology
The Queuing Theory later gave rise to Queuing Psychology which implies that most times it is not the length of the queue which determines how negative or positive the queue experience is but instead it depends on how people are made to feel while waiting.
Occupied time feels much shorter than unoccupied time. Giving customers something to distract or interact with while they are waiting makes them feel time go by faster.
The best example to learn from is Disneyworld, known worldwide for its theme parks. The waiting queue at theme parks can be very long and exhausting but Disney was able to solve the problem creatively. Their queuing system is centered at keeping patrons entertained while they wait. They were able to turn wait times into amusement by providing:
- Interactive Queues:
These kinds of queues give visitors something to do while waiting. They do so by providing interactive games in the standby lines.
- Themed Queues:
These are queues with lots to look at and visitors tend to forget about the wait times while enjoying the details.
Optimum Service Level
Disneyworld is a wonderful example, but store owners cannot have performers next to the checkout counter to make it more interactive. However, the important principle to pick from this case is the optimum service level. Disneyworld can provide their visitors with an optimal service level through their interactive and themed queues.
Store owners should identify the optimum point where costs of service equal the Waiting Cost. Service Cost as the name suggests is the costs to provide a service while Waiting Cost is the number of customers that leave the waiting line because they get tired of waiting or those who don’t come back because of the long wait.
Understanding queue types to decrease wait times:
Source: https://theconversation.com/
This kind of system ensures the first customer in line gets served first while also:
- Illusions the customer to think that the line is moving faster.
- Store owners can put tempting products on their way to the counter for upselling.
But these kinds of queues can have a real disadvantage during busy times.
Source: https://theconversation.com/
Having two or more queues sometimes can create an unpleasant feeling and a sense of inequity amongst customers as customers do not know which one is moving faster. This can be slashed by having a single line with multiple servers at the end.
Source: https://theconversation.com/
These counter styles work well store owners want to separate small basket shoppers from trolley shoppers. While basket shoppers can utilise self-checkouts, trolley shoppers can get served by servers.
Applying the Illusionary Correlation Theory and Amplification Theory from Psychology can explain why customers perceive slow queues as a negative experience. Even with the best customer experience, customers may tend to associate poorly with the story and amplify the impact of a longer wait as bad.
Along with putting up the right checkout counters and queuing system, store owners should also look at innovative ways to create a more interactive and positive waiting environment for the customers.
If you are unsure of which checkout counter solution will best suit your customers or how to better optimise the waiting area you can get in touch with us. Lane Industries has years of working knowledge and experience with different store types. Our sales team will be able to guide you and provide an optimal solution for your needs.
