Creating a queue in front of one’s business is becoming an increasingly popular marketing tactic for Australian retailers. Doing so drums up interest from consumers who are curious about what is being offered and from those who are lured by a sense of exclusivity that is earned by gaining something only for those willing to wait in line. Social media and digital outlets typically take notice of these queues, providing the associated retailer with additional publicity.
- Looking back at the many successful occurrences of ‘The Queue’, the selling point was always the novelty and exclusivity factors
- The launch of a discount supermarket is not something one would expect customers to camp out overnight for, but incredibly enough, a queue formed outside each of the four initial Aldi stores in SA, the night before their collective opening. The ‘Special Buys’ available only in SA during the store launch perhaps added to the appeal of joining the queue.
- Retail newsagents definitely have an upper hand, in the retail sphere—you have affiliations with some of the world’s most well-known brands and suppliers, and you regularly receive the opportunity to stock the launch editions of so many new products which receive tremendous amounts of media exposure, before other retail stores have to opportunity to get on board; that’s the novelty and exclusivity factors sorted.
“Nowadays, almost everything is accessible on the internet, so if a long line is generating outside a business, it means the business is providing consumers with something that cannot be accessed and experienced anywhere else—natural curiosity takes hold, and many join the queue just to see what the fuss is about.”