Customers expect brands to kill the queue
With increased adoption of digital channels during the lockdown, customers research, browse and are inspired online more than ever before – but with constraints on the use of public space, IRL brand experiences will need to pick up wherever the online leaves off, with options already down-selected and personalized to the customers’ needs. Transactions will need to be simplified and sped up. Services will need to be delivered without queueing or friction. This is not new – customers’ expectations have been evolving this way for a long time – but the current crisis has accelerated it exponentially.
“To minimize physical contact, we have introduced a digital queue management system that eliminates any physical queues in front of boutiques. We are also digitalizing all guest materials including Village maps and introducing digital services such as Virtual Personal Shopping.”
Scott Malkin, Value Retail
Action points:
Eliminate the wait
Find digital interventions to kill the queue and set customer expectations for access to the store, e.g. appointments and staged access.
Digital First
For most brands, the first customer connection happens online, but it may convert or be fulfilled in a physical space. Ask yourself: how can you make the experience seamless between the two channels, with the IRL experience starting where the digital left off? This will mean providing real value to the customer to log in while in both places and personalizing the experience on both sides.
Lighten the transaction
Find ways for customers to complete any transactions without contact and without face-to-face service. Their own mobile devices will likely be the platform of choice.
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