Metro
Improving Metro’s in-store customer experience
Problem Statement
Metro stores received frequent complaints about long, unpredictable wait times. Customers were asked to check in on arrival and wait without clear expectations, leading to frustration, walkouts and increased phone enquiries.
Goals & Objectives
Set clear wait time expectations to improve customer experience
Reduce walkouts and complaint calls
Enable staff to prepare before each interaction
Research & Insights
Uncertainty increases perceived wait times and customer frustration.
Clear expectations significantly improve satisfaction, even when waits remain.
Customers prefer mobile self-service over physical waiting lines.
Staff preparation time improves resolution speed and service quality
Approach & Strategy
To reduce uncertainty and improve expectation management, we designed a queue system accessed via an in-store QR code. This approach removed the need for physical lines, required no app download, and allowed customers to join the queue instantly using a familiar interaction. Once checked in, customers could monitor their position and estimated wait time from their phone, giving them the freedom to browse or wait comfortably instead of standing in line.
The system also improved store operations. Staff gained visibility of waiting customers and could review customer details and device diagnostics in advance, enabling better preparation before each interaction and reducing service time.
By replacing uncertainty with transparency and supporting staff preparedness, the experience improved both customer confidence and in-store efficiency.
The queue management tool also supported store representatives. A live dashboard displayed waiting customers, their position in the queue, and reported device issues, allowing reps to prepare before each interaction. This improved handovers between customers, reduced downtime between appointments, and helped staff manage workload more efficiently.
Service Mapping flow
Customer Flow
A simple, mobile-first flow guiding customers from QR check-in to queue tracking and handover to a store representative.
Rep Dashboard
Dashboard giving reps visibility of the queue, customer details and reported issues to support better preparation.
Testing & Metrics
A five-week pilot across 10 stores in Seattle and Dallas allowed us to observe real in-store behaviour and evaluate how the queue experience performed in a live retail environment. The pilot was successful, achieving high adoption, reducing walkouts and improving customer satisfaction.
30%
reduction in average in-store resolution time (14 minutes)
4500
users in 5 weeks