In well-designed queues, shoppers want to dwell and treat themselves.
The Hershey Co. delved into researching what the optimal queue is at convenience, small and large format, grocery, mass market and dollar stores. The research was a result of front-end sales dropping due to retailers replacing assisted lanes with self-checkout after COVID.
“On the retail side, queues can increase front-end sales significantly; for shoppers, queues can add a feeling of organization by helping with navigation and giving shoppers something to focus on while waiting in line,” said Nicole Capes, senior manager of transaction zones and Kelsey Onorato, manager of human insights at The Hershey Co., Hershey, Pennsylvania.
Why retailers like queues:
- Increases conversion
- Builds baskets
- Drives productivity
- Assists on call forward
Why customers like queues:
- Feels organized
- Navigation
- Occupies dwell time
- Treats for self
Hershey found that the increase in self-checkout means an increase in speed—very few shoppers even experience a line at self-checkout—allowing for little forced dwell time. The initial concern was that shoppers will not engage with products if a line never forms, Hershey said, but it learned that in well-designed queues, shoppers want to dwell and treat themselves. An optimal queue also invites a sense of calm and allows customers the ability to peruse the merchandise.
After compiling insights from in-store research, Hershey identified six queue design principles that—when executed properly—have been proven to significantly increase conversion within a queue and enhance shopper satisfaction. The principles range from sight lines to the optimal shape and size.
Hershey’s queue research is ongoing. The company urges retailers to check back in for insights on where items should be placed in a queue to increase conversion.
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