What retailer doesn’t love to see a crowd of shoppers? Most of the time that's true, but occasionally crowds can get out of control. Busy aisles and general chaos invite theft and denigrate the entire experience for serious customers. There’s no real trick to crowd management during high volume shopping days – you just need a plan.

Start by downloading the latest version of the National Retail Federation’s crowd management guidelines. Then consider the following tips – remembering that store size and projected crowd size dictate what will make the most sense for you.

Prepare your people

Even the best crowd management plan won’t be effective if your people don’t know the details. Train employees on all aspects of the plan, and practice it. A walk-through not only reinforces key points, it will identify any flaws you need to correct. 

The last thing you want are accidents or injuries to customers or employees. Make sure your people have access to a first-aid kit and are trained in CPR. Their job is to contact appropriate emergency personnel, but they have to be personally prepared, too. Emergencies are just that – you won’t have time to contemplate your options.

Schedule enough employees to handle extra crowd management tasks as well as the larger number of customers. A supply of high-energy snacks and drinks in the back room will help keep them smiling. (However, do NOT offer refreshments to customers, as this will encourage lingering. Save the goodies for a different kind of sales day.)

Prepare your store

If you anticipate a large pre-opening crowd, controlling the situation literally starts in your parking lot. You’ll need easily visible or custom signage explaining the “rules” of your event and stanchions or barricades to form orderly lines. Incorporate switch-backs, to prevent dangerous pushing from the rear. Assign store or hired security staff to supervise and communicate with waiting shoppers. Do not allow more customers to enter than you store can efficiently (and legally) handle.

If you can arrange more than one entrance and exit, do so. And make special arrangements to protect disabled customers and moms with baby strollers.

Post obvious signage inside the store, too – repeating your “rules” and directing shoppers to key departments and featured merchandise. 

Add cash registers or cash wrap stations, to reduce lines and waiting times. Better yet, boost sales and customer experience by arming associates with mobile tablets they can use on the floor to check inventory and ring up sales. This expedites the entire shopping process and relieves cash wrap congestion.

And one final tip: be sure your “big day” merchandising plan includes plenty of impulse items to attract customers throughout the store and tempt them as they’re waiting to pay for their purchases.

With a plan in place, you can be confident in your crowd management abilities when those big days arrive. Whether you’re introducing a hot new product or holding your bargain-famous annual sale, you’ll be cool, calm and ready to sell.