Research reveals level of lost transactions due to queues

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New research has shown that consumers' reluctance to queue is leading retailers to lose almost 21 million potential customers every year with some of those customers potentially lost for good as they turn elsewhere to purchase goods.

In order to understand the amount of lost transactions attributed to large queues, YouGov conducted a study based on a hypothetical scenario in which consumers were asked questions that involved queuing. Adults on YouGov's UK online panel were asked questions to understand if queues restrict retailers from making sales. A further objective of the study was to determine how consumers expect retailers to reduce queue times.

The research revealed that 59% of shoppers interviewed were not prepared to wait in a queue and faced with one, 32% said they would turn to online retailers and 18% said they would visit an alternative shop.

Furthermore, consumers blamed shopkeepers for queues with 89% saying retailers do not have enough staff members while 23% said payment methods take too long.
 
Rob Cushen, retail consulting director at YouGov, said technology has the power to solve some of the retailers' problems: "This research shows that a significant number of shoppers turn their backs on a high street shop if the queues are too long. The problem for traditional bricks and mortar retailers is that these same people will then go online and once there they prefer online specialists like Amazon.  This is a huge lost opportunity for the high street. The solution is not to increase the number of staff to handle queues at peak times but the smart use of technology."

Asked about the reasons for getting a mobile phone handset capable of contactless payment in YouGov's quarterly Mobile Wallet survey, 74% of consumers cited convenience, 63% named speed of payment and 59% said it was easier than paying by cash/cards.

Commenting on those less willing to adopt contactless technology, YouGov's Russell Feldman, associate director who manages the Mobile Wallet study said: "Online banking faced the same challenges that a mobile wallet system faces now, and as with any technology involving personal finances, reassuring customers that the technology is safe and secure, educating them and having systems in place if something does go wrong will be the keys to success.

"Our research suggests some shoppers are ready to try out mobile wallet payments, so high street retailers have a real opportunity to tackle the queues by adopting contactless technology. The current economic climate could be the catalyst to go contactless: not only keeping customers satisfied as queues are reduced, but allow retailers to compete more effectively with their online counterparts."

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