The Role of Digital Signage in Queue Management

Digital signage queue management is not a feature reserved only for banks and government agencies. It can play an important role in smaller businesses to boost operational efficiency, and give the customer a positive experience. It’s possible to pull up this feature on-demand if you experience only occasional traffic spikes, giving you more flexibility with content management and advertising. 

Streamline queueing

Queue management can begin long before the actual queue is formed. For businesses or locations with several queues, especially split by certain categories, it’s important people go to the correct line. In instances where all queues are the same, it’s important to maintain a balance and ensure they all carry the same load. The way to achieve this in practice is to deploy digital displays providing information on average wait times in a queue, as well as on-demand content to play to customers to direct them elsewhere. Signs like “queue closing soon” or even “queue closed” paint a clear picture. 

A common example of queue management systems is seen in banks. As customers take a number, displays near the appropriate queue will tell them when it’s their turn to be serviced. This sort of queue management is more complex, but it’s a necessary part for such establishments. A simpler example are offices with multiple information counters. They can adapt and “convert” a counter for different purposes as needed. If a particular month has a spike in contract renewals, for instance, digital signage can make it easy to quickly label an additional counter for this purpose for a limited time. Another example, in fast food restaurants, displays can show timers on purchased orders and tell patrons when their order is ready to pick up.

These applications not only make the experience better for the customer, but also enhance your operations.

Boost operational efficiency

Once queue management becomes second nature, it will be easy to adapt to unpredictable situations. For instances where a cash register stops working, or a sudden surge in traffic happens, knowing how to tweak your displays will make the change go smoothly.

Management on this scale becomes more important the bigger the area. In event venues, for example, digital signage can update visitors on new entry and exit points, improving crowd control. In transportation, information about delays or changes can appear in key locations, informing people that, later down the line, they will be forced to wait. This will make them take alternate routes to reach their destination, if that is possible, lowering crowds at these unexpected choke points.

Consider other examples that might be useful. In parking garages, digital signage tells people about available spaces on each level, directing drivers to specific areas and lower the time they spend looking for a spot. There is also queue management in instances where things change frequently. In locations such as malls where different events may take place, signage should match the event in question. For holidays, the queue for Santa photo lines, for example, can have visually-matching signage with not only the wait time but also guidelines surrounding the event. All these points make it easier for you, the digital signage operator, to adapt quickly with best results!

Reduce wait time

First and foremost, appropriate digital signage queue management lowers the actual wait time for consumers, as it lessens queue loads and ensures people go where they’re supposed to. Digital signage in queues immediately directs people to newly-opened registers, to fast check-out, or even self-check out. Maybe people don’t know these alternative are available, so remind them. In the end, the fewer the people in a line, the less a shopper has to wait. 

There is also the concept of perceived wait times. When you’re bored, irritated, or just having a bad day, waiting in a queue can feel like an eternity. Digital displays can provide a distraction from all these sensations through entertainment.

Consider fun fact lists, animated content, or other types of engagement to lower the perceived wait time for your customers. Businesses often use this opportunity to display ads in hopes of earning more profit or explain the benefits program, but this can be a slippery slope. Ads can be distracting, but they can also come across as annoying or overreaching. If you plan on doing this, be sure the customer base will actually be interested in the products or benefits advertised. Otherwise, they will quickly turn away from the display, and it will actually make the experience worse.

Consider simpler queue management

Queue management is a big topic in complex business structures with high foot traffic. A small flower shop won’t need a queue management system that a bank uses, of course, but there is a case for it even in the smallest of businesses.

In the example of a small flower shop or a bakery, digital signage queue management can simply aim at lowering perceived wait times at checkout and boosting the experience. While the customer certainly doesn’t need an estimated time for checkout, they may welcome a bit of entertainment, reminders about your loyalty programs, discounts, upcoming offers, or your social media information. This makes the experience at check-out better and more valuable.

Lastly, consider businesses that only experience traffic spikes on occasion. A coffee shop might see a huge traffic spike in the morning, placing importance on order numbers and queue management. After the big rush, business slows down, and your displays can be less focused on efficiency and more on the ambiance. 

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