Photo: theshophound.typepad.com
As shoppers wait outside of the UGG store in Manhattan to buy their new UGG footwear, the people passing by can see something that brings added value to the UGG brand, customized crowd control and a large queue.
Most people would just assume big brand in big cities are all using customized crowd control but the reality is stanchions are one of the most overlooked pieces of marketing for retailers. Having a large line, which flows down a NY city block, is nice to have from a store’s perspective but without in line marketing to capture these customers, you just have a line of bored shoppers, not loyal followers. As a retailer you might assume they are loyal followers of your brand but in reality they are just waiting, impatiently, to buy their goods.
Why should they stand in line waiting for your product when they could easily go online to purchase the exact same thing?
They want to be immersed within the culture of the store and feel like they are buying something from somebody they trust. When they wait you need to bring that same store feeling to them throughout the queue. The queue which is your first touch point before they even make it to the entrance.
Disney does it best when it comes to the waiting game. Taking time to develop how the customer flow pattern is tied into the queuing system will make trips to your store worth the consumers’ time and money. Thinking about your customized crowd control and how having a branded queue will give your store a Disney World like quality and allow you to stand apart from your competition. You need to be a visionary when it comes to guiding, while engaging customers. Have you thought about your store’s customer flow? What can you do today that will effect how your business is perceived?
If there’s something LineLogic can do to help, don’t hesitate to ask.