The wait time for your lift to altitude at Pocono Skydivers can be a while, others have to go up and then fall back to earth before you can take your turn. Smart marketing to provide waiting risk-takers with diversions like this skydiver branded Bean Bag Toss. If your wait is long enough you can actually get good at the game. My wife was ultimately able to get to 5 scores in a row. Now what amenity can you conceive of to make your customers wait time bearable?
If you are more of the cerebral sort, a fast paced game of Checkers might be just the thing to pass queue wait time. Tic Tac Toe is far too short and easy a game. And full-blown Chess might be so engrossing as to cause you to miss your flight and parachute drop. This amenity the smart idea of Pocono Skydivers for making their queue at the flight line more pleasant and passable. What do you offer your wait line prisoners? Any distraction, any distraction, might make them more appreciative customers.
Not every retail channel is well-suited to long tailbacks, and massively-merchandised cash wrap queues. But even the most spacious and sophisticated store can employ an impulse sale trick or two. Here you may immediately question the hair brush offering … but do see that the Hair Salon is close-at-hand at the end of the aisle and that queue wait time is perfect for working in those 100 brush strokes your hairdresser has recommended to you. If you think you can cross-sell this queue better, have at it. Do consider more than one fixture for more than one cross sell, and a display atop the checkout counter itself.
Everybody’s got to take a number, so what better spot for in-store advertising and cross merchandising than the Queue Ticket Dispenser? Leading the pack as always, Wegmans® stakes a claim to this prime marketing real estate in their Deli. The Mild Gouda Cheese of the sandwich is a departmental favorite, but the artisan Bread is a cross sell to the Bakery Department. Nice pairing Wegmans. CLICK through the gallery to see this was an End-of-Summer offering. I will check back with Wegmans to bring you what’s new for Fall 2015.
Here is a proposal to make you think: reverse your checkout from FIFO (First -In, First-Out) to LIFO (Last-In First-Out) for greater efficiency and customer satisfaction. Read the theory as it applies to product launch queues, then imagine it at work in retail. For some, getting smoked up, drunk, or dropping a hit of Owsley Acid (The 1960’s epitome of LSD) might help stretch the mind to fit around this concept. Read all at “Would We Be Better Off If Queues Ran In Reverse Order” courtesy of the Kellogg School of Management. Then return to FixturesCloseUp for more waiting line, queue and cash wrap fixture news.
EDITOR’S NOTE: No I can not point you to a hidden stash of Owsley Acid, so please do not call, email, or text unless you yourself are a source.
I am surely dyslexic, for I would say “Line Forms Here” in this situation. The statement “Line Forms At The Opposite End of Counter” to me means the end of the line is down there, and the beginning is at this end. What message would you post in this situation? Have no fear, I got the hang of it after only a moment’s hesitation. Seen at a large-scale Regional USPS office. CLICK the thumbnail for closeup of the sign message.
Most cash wraps offer all manner of extra merchandise as impulse purchase inducer. Not JoAnn® Fabric and Crafts, where a focused approach offers a single massed selection of “Must Haves” in various scents. You simply cannot miss this offer as you approach the checkout or if forced to wait momentarily in a queue. If too sterile or sparse for you … how about one special per divider panel … some on a shelf, others hung centered or grouped? CLICK the thumbnail to inspect the concept.
A design mentor of mine lectured that good design just functions naturally and automatically. If you have to sign something to enforce correct use, your design has fallen short. Proper function should be obvious and self-enforcing. Of course that is easy to say and hard to achieve given all the other design imperatives. I loved the clean look of this waiting line wall and divider, but maybe the whole store needed to be flopped from left-to-right to eliminate the need for the sign. (Humor intended) Seen at JoAnn® Fabric and Crafts.