Keeping Duane Reade In Line

Duane Reade has a "separate line" policy at its check out counters. Basically, customers are expected to form separate lines at each open register. This is a corporate mandate that all branches are expected to adhere to.

I hate this policy. If you happen to be stuck behind the lady who can't find her coupon (Harley), or the guy whose credit card won't go through and starts arguing, you get screwed. It creates more stress for customers, in having to choose which line will be the shortest, and makes the checkout seem to take longer.

From what I find, this is counter-intuitive for Manhattan shoppers. We naturally form 1 line for everyone, and the first person in line goes to the next open register. This system means that everyone waits for basically the same amount of time, working off the "first come first serve" ethic that everyone learns in kindergarten.

This probably happens because 1) people follow what they see other people already doing at the check out line, and 2) other retail environments instituting the "one line for all registers" idea. This is a social convention that deserves a whole other blog in itself.

Being the loudmouth I am (Harley's fault), I complain openly about the "separate line" policy. What good does it do? I think most people would agree with me on this. Many of the managers I speak with (and there are a lot) agree that it doesn't make sense, but that they have to follow what they are told to do.

Two things come to mind:

1. Duane Reade needs to serious rethink its retail policies. Some companies specialize in this field. DR may be the drug store market leader for Manhattan, but it's never a bad idea to improve.

2. I love that people form the single line automatically. Hats off to New Yorkers for doing the right thing and keeping things fair automatically.