The Perspective 
Tuesday, 10 December 2013

Kisha Wilson
Marketing Manager at Slabb, Inc.


It seems that the word "interactive" is being used in various forums and mediums. But what makes interactivity so important, especially when it comes to kiosk design?

In the simplest terms, I think we can all agree that in this age of advanced technology, where everything is more accessible, faster, more responsive and ever changing that the "interactive element" is a must, in order to stay ahead or simply keep up with competitors. In addition to this, we live in a world of the informed consumer – they know what is available and what is possible and they demand it.

Just look at the technological advancements in our lifetime and the rate of change ... we have already seen five iterations of the iPad, six of the iPhone, there are over 100 tablet models – a number that continues to increase, laptops that are rivaling the thickness of paper and the technological evolution shows no signs of slowing down. This is our normal and the kiosk industry is no exception.

Kiosk interactivity gives a business one additional touch point (no pun intended) to their customers. This provides many unique opportunities for businesses, namely:

  • A kiosk that enables interactivity will allow the input of customer data, providing both quantitative and qualitative information that can track buying patterns and assist in driving sales.
  • Interactive kiosks reduce the amount of staff needed allowing a company to reduce training and staffing costs.
  • The increased presence of interactive kiosks has encouraged the creation of customized software that can facilitate several web‐based applications, thereby reducing implementation costs.
  • It is an ideal platform for a company to showcase their product while providing a modernized brand experience.
  • It allows a business to differentiate itself by creating a unique, quick and efficient self‐service option for customers.
  • An interactive kiosk is the perfect solution for brick and mortar retailers with an online presence to bridge any divide that may exist between the two channels. It is also an easy transition for customers who shop online to use the kiosk to purchase their products.
  • And we haven't even mentioned the benefits to customers yet...
  • An interactive kiosk can provide 24 hour access to products and services allowing customers to shop at their convenience.
  • It gives customers a self‐service option which reduces the time that could normally be spent doing a traditional transaction; not to mention, it eliminates the need to stand in line.
  • Customers get the opportunity to view products on an interactive platform that can simulate the physical attributes of the product, assisting with final purchase decisions.
  • It is a source for easily accessible, updated company and product information.

Posted by: Admin AT 01:40 pm   |  Permalink   |  3 Comments  |  
Comments:
We just ran a comparison of web traffic and in-store kiosk traffic for grocery retailers where we support content across all channels including mobile and email. Kiosk traffic in-store runs 82% of total web traffic. Mobile traffic consistently runs less than 20% of web traffic, and email has a click through engagement rate of 6% making it the least engaging channel. All channels are necessary, but not created equal. Bottom line: In-store interactive engagement is not only better, it is essential in any digital marketing strategy. We're happy to share the data - let me know.
Posted by Frank Beurskens on 12/11/2013 - 01:41 PM
... so are they really effective or not? my question is, how do you drive usage? what are some strategies to encourage usage in a retail environment where customers are used to interacting exclusively with a human being?
Posted by Andrew on 12/11/2013 - 02:40 PM
One problem that needs to be solved is the need for kiosks to appear "modern" constantly. With smartphones having high resolution graphics and high quality displays, kiosks (and other digital screens) will need to keep up or be derided for being "ancient". That's pretty tough, because today's smartphone users replace their devices every generation, but the cost of doing that for digital screens can be prohibitive for businesses esp. if they have multiple installations.
Posted by Sid H on 12/17/2013 - 12:39 AM

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