I Can Help You Over Here (Part 1)

For an hour yesterday, I watched customers check out from a Target store in Minneapolis. Despite available cashiers, many customers got into line behind other people. I suspected it was because they didn't know there were open cashiers. Why is this?

This is how checking out feels.

This store's checkout has an unusual layout and poor sight lines. There is a self-check out queue that follows the multiple machine, single line system. There are also conventional checkout lines. This store's conventional lines are an unusual hybrid. There is what looks like a service counter (but isn't) with up to 4 cashiers. There are also 6 cashier stations lined in three rows, stacked two deep.
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Over the hour, one out of seven shoppers engaged in this needless queueing behavior. I asked a nearby cashier if this was common, she laughed and shouted out, "I can help you over here." Then waved to a man wearing a vintage themed Twins baseball hat. "Oh," he muttered. Then, left the queue and walked to her open register.
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Theories as to why are they queueing:

• Out of herd instinct.
• Because it's better than going to an open but unfamiliar register ("service counter") and being turned away. A bird in the hand is worth two in the bush.
• To gain a little free time. A moment to relax, gather thoughts, check your phone and get your wallet out. (Or is this a byproduct of queueing? Did you seek the queue to check your phone, or did you seek your phone because you're stuck in the queue?)

When I first arrived at Target I was trying to design the most efficient queueing system. I thought peak efficiency equals a good experience for all. Now I'm not convinced. I should test these hunches. This week I'm going to look more into these queueing systems.

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