Apple realized long ago the many benefits of everywhere checkout. Apple employees swipe credit cards on iPhones and iPads, saving customer’s time, creating less friction, and generating more sales.
So why haven’t more retailers adopted the “no queue” in-store strategy more quickly?
A lot of has to do with the theory that the retailer should keep the customer in store as long as possible because they’ll buy more. Abercombie and Fitch turns its stores in dance clubs to retain younger buyers.
Retailers are also not tech companies. Using advanced technology in-stores is not in the DNA.
But wireless checkout will soon become standard. JCP Penny announced that it’s installing iPads in its stores, which should jumpstart other retailers to do the same.
Every shopper is different. Some like to get in stores and take their time and soak it all it up. Other customers know exactly what they want and want to get out and on with their lives. One thing is certain: no one likes to stand in line.