In-Store Screens: Making Waiting Time Feel Shorter

The introduction of a single screen can effectively change this situation from both psychological and efficiency perspectives, reshaping the in-store waiting experience.

>>>The "Relativity" of Waiting Time <<<

By comparing the differences in time perception between these two scenarios, he explained how mental state affects the subjective experience of time. In-store waiting is exactly the "time on a stove" — when customers don't know how long they'll wait, every minute feels extremely long.

1、Entertainment Content: "Stealing" Users' Time

This engaging content significantly shortens the perceived waiting time. Customers no longer see waiting as a boring chore, but instead as a relaxed and enjoyable experience.

• For example, in the flagship store of a certain brand in Shanghai, consumers can participate in interactive games like "DQ Adventure" and "DQ Ocean Park" via large screens.

The practice of using entertainment content to capture attention is also common in business districts and shopping malls. 

Outside the large shopping mall "Shibuya MODI" in Tokyo, Japan, there is a huge screen created by Sony. In addition to commercial advertisements and celebrity promotions/support content, it often features interactive videos that engage passers-by, making everyone walking past the screen unable to help but look up for a glance.

• The Sony large screen on the facade of Shibuya MODI, with its interesting interactive content, not only attracts users' attention but also eases the anxiety of people waiting for traffic lights.

2、Value-Added Content: Making Waiting Worthwhile

The screen in a coffee shop can play latte art tutorials and introductions to coffee bean origins; a beauty store can show makeup tutorials and product ingredient analyses; a digital store can present photography tips. This practical content allows customers to gain additional benefits while waiting.

Screens in coffee shops play tutorial videos on brewing coffee.

In the flagship store of a certain beauty collection brand, each aisle is equipped with guide screens that play video tutorials.

From a brand perspective, continuously providing users with valuable content through screens helps establish the brand's authority. When consumers have relevant needs, they will think of this brand first.

For instance, outdoor brands can use screens to teach customers outdoor survival skills, first-aid knowledge, and outdoor navigation techniques, building a more professional brand image in users' perception.

By adopting different content strategies, in-store screens can psychologically divert users' attention, turning the originally tedious waiting into an interesting and valuable experience.

>>>Using Screens to Reduce Waiting Time<<<

In-store screens are not just a "placebo" to ease waiting anxiety; they can also objectively bring tangible efficiency improvements and shorten customers' waiting time.

1、Reducing Unnecessary Waiting Time

In clothing stores, virtual fitting mirrors enable customers to quickly preview how multiple sets of clothing look on them without entering a fitting room, greatly reducing the time cost of traditional fitting.

2、Providing Quick Information Guidance

Customers can obtain the information they need directly without consulting store staff, reducing the communication costs and time consumption in the transaction process.

• In clothing stores, placing a product in front of a screen for scanning will bring up detailed product information.

Through the medium of screens, self-service is provided, transaction processes are simplified, and real-time information display accelerates customers' decision-making process, fundamentally reducing unnecessary waiting.