Crowd Concerns: How to Use Software To Reduce & Prevent Long Lines
By Katie Tejada
Even before the COVID-19 pandemic brought about changes in consumers' retail shopping behaviors, savvy store owners and managers were very aware that long lines and wait times reduce customer satisfaction, disrupt daily operations, and drive customers away. If a retailer provides a less than expeditious check-out or customer service experience, its reputation will be tarnished. A loss of prestige can leave a business vulnerable to the competition and can even lead to losses in revenue. Fortunately, thanks to technology and the ubiquity of smartphones, retailers can now use software that interfaces directly with a customer's mobile device to let them know about wait times and appointments — allowing them to break free from long lines!
As a retail store owner or manager, how can you best harness this new technology to continue keeping customers happy, even with the easing of public health regulations about store occupancy and social distancing? Here’s where to start:
1. Automating Alerts
During the pandemic, many retailers began to use virtual queue technology, which enabled customers to establish their place in line without physically standing next to one another and automatically get alerted when it’s their turn. Customers have grown to appreciate the increased convenience, so even as restrictions are lifted, using this technology will continue to improve customer experience. Virtual queues give customers the flexibility to continue browsing throughout the store while waiting for their time at the check-out counter. It's an ideal way for them to identify additional items they want to purchase.
For retailers with in-house coffee or food vendors, customers also can spend their wait-time grabbing a drink or bite to eat. With virtual queue technology, the customer is in complete control of how they spend their time while waiting to finalize their purchases.
2. Scheduling Ahead
For certain retail sectors where specific attention or personal consultations are necessary, encouraging patrons to book an appointment can help ensure they are given the attention and time they deserve. Using an appointment scheduling system to help organize and keep track of reservations and meetings can help a business better manage incoming visitors. With this software, clients or visitors receive reminders of their upcoming appointment and can confirm, reschedule, or cancel as needed. This communication allows staff to manage the flow of customers better and maintain the level of customer service and attention that their customers expect. Beauty salons may find this an especially effective way to manage both appointments and walk-ins; if a customer is running late for a scheduled appointment, their spot can be filled by a walk-in, so the stylists don’t find themselves with unproductive down time. Restaurants also can benefit from this software to manage reservations.
3. Dispersing Customers
Even with the lift of occupancy restrictions, customers and staff still don't want to be in a crowded space. When queue management tools are utilized, customers can indicate when they'd like to enter the store for shopping or pick-up. If the space is already at capacity, an SMS text message or app alert will let them know when they should enter. This benefit can be especially valuable for essential businesses like grocery stores. Everybody needs food, and despite new services like grocery pick up and delivery, the majority of customers still want to physically go to the store and pick out their items. Queue management allows customers to shop safely and efficiently.
4. Getting More Data
In addition to improving customer satisfaction and keeping stores safe, queue management software also allows business owners to gain valuable business metrics in real-time and during the post-shopping experience through brief surveys and check-in features. These tools let management discover areas for improvement, as well as learning what is already working effectively. Now more than ever, retailers need to stay in tune with insights about their customers and significant retail trends. When information is available about shopping trends and consumer behaviors, managers, and owners can quickly make operational decisions to ensure stock and services are available. Businesses in highly competitive industries, such as fashion, may especially benefit from using this data to deliver optimal customer experience and stay ahead of the competition.
5. Equipping Employees
For retail staff working the floor, real-time dashboards available through their queue management software will help them to see who is waiting and what services are needed. Staff and customers also can text or send voice messages to one another with specific instructions or questions. This communication allows sales associates to gain valuable information about potential cross-selling and upselling opportunities before the customer even arrives.
While customers will appreciate a business for the safe, personalized shopping experience it offers, the tools available through this software will allow the business to collect consumer data and analytics. This information will help plan successful, targeted promotions, discover operational areas that need improvement, and create sales incentives for front-line staff. The software's reports and graphs will quickly show a business' key performance indicators and how the daily or hourly operations stand in comparison — thus allowing the ability to pivot at a moment's notice.
Now more than ever, time is valuable, and harnessing it well translates into opportunities and increased satisfaction. Queue management software not only boosts customer approval ratings but also enhances operational efficiencies. When retailers can eliminate check-out lines, provide a concierge shopping experience, and speed up transaction time, it's a win-win situation that will help establish loyal and committed customers.
About The Author
Katie Tejada is a writer, editor, and former HR professional. She often covers business innovations, CRM solutions, and developments in HR, as well as recruiting, finance, and law. When she’s not writing about these industries or analyzing trends and reports, she enjoys spending time with her family.