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BizReport : Mobile Marketing : March 07, 2014

Americans abandon purchases in-store after 8 minutes waiting in line

Forming an orderly queue at the checkout isn't something today's consumers want to do. New research from Omnico Group reveals that eight minutes is as long as Americans will tolerate standing in line, after which they will simply abandon the store. They are, however, slightly more patient than their British counterparts.

by Helen Leggatt

Retailers need to do more to keep impatient shoppers from leaving their store, never to return. More than three-quarters (77%) of Americans surveyed by Omnico Group said long queues in-store would make them less likely to return.

After eight minutes, Americans were likely to drop their basket or abandon their trolley and leave the store, found the study.

That's two minutes more patience than the British can muster. Omnico's 2013 study of British behavior, found that the average shopper age between 16 and 24 will wait in line for six minutes before giving up. Among older shoppers, over the age of 55, the time before patience runs out is shorter at five minutes and 46 seconds.

The take-out from the research is that retailers must implement new technology to improve customers' in-store experience. The top three technologies noted are self-checkout, free Wi-Fi and click-and-collect.

"Omni-channel solutions enable brick and mortar retailers to accelerate their growth in challenging conditions and provide new opportunities to win back customers from pure-play online shops," said Bill Henry, Omnico Group's chief executive officer. "Retailers that embrace omni-channel technology and offer seamless customer journeys to the shopper have a very bright future."

Image via Shutterstock

Tags: in-store trends, mobile, retail, technology, UK, US

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