Waiting in line is a reality. Enjoying the experience is optional. While retailers have long looked to in-queue items for impulse sales, it’s only recently these shopping spaces have received a focus of their own. Following are guidelines on how to respect your customers’ time by making the most of this space.
Start with the Right Foundation
The queue lane works hardest when it gets changed out frequently. Seasonal and trending merchandise is a natural for these spaces, but that requires flexible, high-quality display frames. Look for modular fixtures that can accept multiple configurations and have a variety of accessories from multiple shelf varieties to different types of baskets, pegboard and signage.
Play Hard to Get
Queue lanes are ideal for promoting limited-time items. Regularly changing products – or even just placements – helps customers realize that they need to buy what they see, when they see it lest it’s gone the next time around. Marking a specific section of the queue lane display as limited-time product helps customers know where to focus.
Play with Product Sizes
Featuring small products, including mini- and trial sizes of best-sellers, adds interest to the queue lane while spurring purchases. Consider multiple pricing, such as offering three different choices for a single price, to encourage multiple purchases.
Beef up the Queue Lane Display
Bright colors, eye-catching signage and tidy product arrangements all boost consumer attention and likelihood to purchase. If you have in-store demos or tastings, consider using locating them within the queue lane to add interest for waiting customers.
Be the New Shopping List
Queue lanes can help cross-sell complementary items, especially when shoppers are focused on a single element. Simple “Don’t Forget” signage featuring images of popular purchases (e.g., a pound of hamburger) with a display of complementary items (pickles, ketchup, mustard) can be a welcome addition right before check-out.
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