Abstract
Long queues in seasonal sales shopping are seemingly undesirable for shoppers and retailers. Yet, this paper proposes that shoppers’ impatience can be a virtue for retailers. It shows that, when shoppers do queue, it is desirable under some conditions for retailers to strategically keep the queues longer rather than reducing them. This is due to two positive effects that shoppers’ queues have on retailers’ profitability: (1) to deliver seasonal promotions to low-time-cost shoppers who buy more when waiting longer in line; and (2) to turn away high-time-cost shoppers who choose to purchase at a regular time and pay the full price. Accounting for the two merits of long queues, this paper provides a numerical solution to optimizing retailers’ promotional and operational decisions related to seasonal promotions.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
