The other night I was shopping when a cashier gave the twenty-minute warning. You know the “XYZ store will be closing in 20 minutes. Please bring your final selections to the register” warning.
This sounds like a reasonable request, right? Yeah, I thought so, too. That was until I got to the checkout area.
First of all, there was only ONE register open, but there were FOUR employees organizing merchandise on the floor. Okay, do they not see the long line wrapped around the magazines? Do they not see the customers looking at them like “WTF, open a register already.” Is there a reason no one can open another register?
Secondly, why does the cashier keep making those announcements every five minutes? Why is she rushing customers to get in line? Her line is already too long and the other employees are STILL organizing the floor… I mean it’s only been 10 minutes, but who’s counting?
And lastly, since when did it become more important to clean up the store than to service the customers? I mean really, can you fold those t-shirts when the line gets a little shorter?
Here’s the lesson. If you’re going to spend your time, money and energy designing a great store environment and marketing your products, take the time to provide a great shopping experience. And this experience includes everything – from the time your customers enter the store until the time they get in the checkout line until they leave your parking lot and carry your products home. And no one likes to hurry up and wait.
Towanda Long aka The Café Lady