Case Study:

Enabling Shortlist Media to serve more customers at its Stylist Live event VIP beauty services.

Shortlist Media is one of the fastest growing media businesses in the UK. The company is a pioneer of the ‘freemium’ publishing model, providing high quality, premium content free to affluent consumers. Stylist is a free weekly magazine for women. It hosts a large-scale annual event at London’s Olympia. For three days, consumers and industry professionals attend interviews, receive beauty services, eat food and view fashion exclusives.

THE CHALLENGE

The Stylist Live annual event promised a new VIP beauty services bar. Customers would be able to walk-up and receive a beauty treatment, such as a makeover or nail bar session.

With most treatments taking an average of 10-20 minutes, Stylist Live needed to find a way to manage customer waiting times, so that visitors could browse the show until their allotted time was called.

Challenge Circle

THE SOLUTION

The Stylist Live event team used the Qudini Queuing System to manage customers and ensure a premium VIP waiting experience.

During the event, customers wishing to use the beauty bar were added to a digital queue. This was done either by a staff member with a tablet device or by entering their own details from a touchscreen kiosk at the front of the beauty bar.

The customer would then receive a SMS message to confirm their queue position and estimated wait time.

Customers were then able to relax and enjoy their wait in the VIP beauty service waiting area, or browse the Stylist Live event. They could even watch their queue position countdown from the weblink on their smartphone. When their turn approached, the customer received a text message to let them know.

A team member at the front desk of the beauty bar was then able to manage waiting visitors on a single tablet device and mark them off as they returned.

A digital screen by the reception desk helped them to see the queue of waiting customers and to explain the process to new visitors on arrival.

  • 1,200

    Customers were added to the nail bar queue alone, over the three-day event.

  • Increased staff efficiency

    The lack of a physical queue reduced pressure on staff. This freed them up to focus on customer beauty services.

  • Increased customer spend

    Because customers were not standing in a queue, they were free to enjoy other areas of the event and to make purchases.

  • High customer retention

    Because customers did not have to stand in a physical queue, more customers joined the queue and more were willing to wait for their turn

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