Turning queues in to marketing tool

Hi-tech plasma screen que boards hit Gitex 2004

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By  Rhys Jones Published  October 4, 2004

Finding the queues at Gitex a little wearing? Never mind, help could be on the way, thanks to general electronics retailer, Jacky’s. The Hong Kong-based company is hoping to take the pain out of queuing with its new hi-tech plasma screen queue boards, which are being demo’d at Gitex Shopper. Jacky’s coo, Ashish Panjabi, said that when people have to wait in queues, whether at the bank, the hospital or in a store, it is a wasted marketing opportunity. “People get impatient, bored, even slightly tense, when forced to wait with nothing else to do,” he said, “but when you entertain or inform them while they wait, it’s a different story.” As part of the plasma screen display, the queue system information can be incorporated with any other information, such as advertising, news, corporate or product information. In addition to being a targeted marketing tool, the system also helps companies to assess employee performance, service levels and overall client/customer relations. Panjabi also added that the company is looking to enter news markets.

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