Transforming In-Store Experiences With Modern Queue Management
The retail industry is undergoing a major shift. As consumers return to physical stores, they bring expectations shaped by e-commerce’s speed and convenience. Brick-and-mortar stores are no longer just for transactions; they’re now key spaces for brand loyalty, customer engagement, and personalized experiences.
However, one pain point remains: waiting in line. A 2023 PwC study found that 73 percent of shoppers say experience is the most important factor in their buying decisions. Yet, long queues are a major barrier to delivering a seamless experience.
How can retailers meet rising customer expectations? Waitwhile surveyed 1,000 U.S. consumers for the third year in a row to better understand how waiting impacts shopping behavior as well as to identify ways to improve the in-store experience. Here’s what we found.
Why the Wait Still Matters
Waiting takes a psychological toll. Research from Frontiers in Psychology shows that wasted time amplifies negative feelings like frustration and impatience.
Our study found that consumer frustration with waiting has more than doubled in the past year, rising 126 percent. Nearly 85 percent of shoppers reported waiting in line at least a few times a month. Retail has the longest queues, with lines at least four times more common than in other industries. In fact, time spent waiting in retail queues has increased by 61 percent since 2022, reflecting rising foot traffic and operational inefficiencies.
This impatience isn’t surprising. Today’s shoppers want hybrid experiences that combine e-commerce convenience with in-store benefits. Long wait times clash with these expectations. Our study shows that 80 percent of consumers avoid businesses with visible lines, while nearly 40 percent will abandon their purchase or switch to a competitor if faced with long waits.
A Modern Approach to Queue Management
Convenience is now a top expectation. Customer experience expert Shep Hyken notes that 70 percent of consumers are willing to pay more for convenience — a trend that will grow as physical retail becomes more competitive. However, many retailers are held back by outdated systems that can’t meet these demands.
Virtual queues and appointment scheduling offer solutions, letting retailers reduce wait times and give customers more flexibility. Virtual queues, favored by 52 percent of our respondents, allow shoppers to join a line remotely using their smartphones, freeing them to browse, shop or relax while they wait. This not only reduces frustration but also provides a more seamless in-store experience, meeting shoppers’ demand for convenience and autonomy.
Appointment scheduling also removes uncertainty and optimizes in-store flow. Nearly 70 percent of consumers say they prefer booking a time slot over waiting in line, showing a clear preference for predictability and personalization.
Redefining Waiting as an Opportunity
Modern queue management isn’t just about cutting wait times; it’s about turning waiting into a valuable opportunity. Studies show that businesses using virtual queues see increased sales, as customers are more likely to make additional purchases while waiting. Our research found that 41 percent of consumers continue to browse or shop while waiting virtually, turning idle time into opportunities for more revenue.
Retailers can also use this time to strengthen customer loyalty with personalized promotions, app-based notifications, or interactive in-store displays. Analytics from queue management platforms offer insights into customer behavior, helping businesses track peak hours, optimize staffing, and fix operational bottlenecks. By blending technology and creativity, retailers can improve the shopping experience and turn waiting into a strategic chance to engage customers.
In 2025, the message is clear: waiting doesn’t have to be a frustration. With the right strategies, it can become an opportunity to delight customers, empower employees, and drive growth. For more insights into these strategies and actionable data, check out Waitwhile’s latest report, The State of Waiting in Line 2024.
Christoffer Klemming is the CEO and co-founder of Waitwhile, a customer flow management solution that any retailer can use to create perfect end-to-end customer flows with virtual waitlists, appointments, messaging and analytics.
Christoffer Klemming is the CEO and co-founder of Waitwhile, a queue management platform that helps businesses deliver better waiting experiences for their customers.
