SK-II and the art of dealing with queues

What: A holistic approach on both the instore experience and the waiting time to enter the store

Why it is important:  Queues are somehow a deterrent for many customers, and distributing catalogues or flyers might not be enough to make this experience enjoyable.

Skincare brand SK-II has launched a pop-up stores campaign in China, with a special attention given to queue management, with their "The Line is the Ride" operation. Given the fact that visitors in the store can have their skin scanned and receive personalised proposals, which can take time, SK-II decided to also make sure that waiting to enter was enjoyable.

This is the reason why during the waiting time, visitors can access a WeChat Mini program, where they can watch a movie made by the brand, or play an augmented reality game.

This helps making the waiting time shorted, while immerging the customer in the brand environment even before entering the store.

skii makes the line part of the experience at chinese pop ups

SK-II and the art of dealing with queues