Managing Director at Progenit
20 April 2011 12:39pm
Deliberately narrow question.
By "kiosk" I mean internet connected PC wrapped in robust but pleasing industrial design perhaps with a printer. Shows retailer website for delivery to home or store.
Typically found in out of the way locations in store with a Windows error message in the middle of the screen.
But where have they been well executed? I'm looking for examples of people that have deployed these well, got them used AND made some money. Where is the best practice?
I'M VERY AWARE OF AND CAN BELIEVE IN OTHER IN-STORE TECH...
Argos/Kiddicare type kiosks. Very focused tasks that directly improve the in-store experience. These are self-service checkouts. All good.
Bespoke sales apps. Can probably convince myself that I could build a narrow browsable sales app for certain categories. Which leads to point-of-sale.
Assisted sales. Nice man helps complete order for me - helps me choose and configure - typically larger more complex items. This is sales force using technology to sell and take order. All good.
Mobile in store. Customers with smart-phones can do all this and more with their own devices in store. The future. All good.
Cool displays and installations. Big funky in-store displays that are part of general retail engagement and merchandising. Very cool. All good.
I'm just talking here about the little old kiosk. The vanguard of multi-channel strategies - perhaps second only to the store locator.
CEO at Econsultancy
21 April 2011 07:51am
Good question. I remember talking about kiosks at our events about five years ago and it all seems to have gone quiet since then. At the time the examples that used to come up were mostly either various county councils providing kiosks in shopping malls or lastminute.com providing kiosks at airports.
21 April 2011 08:13am
The Local Government example highlights the flaw I think. The rationale is "access to services".
If the technology is new to me then I'm not about to start learning to use a computer stood-up in a retail environment for the purpose of making an online transaction that I'm not comfortable with.
If I'm comfortable with the technology then I'll have access to it at home and even more so now I've got my phone with me which does all this stuff anyway (well it will if the retailer has sorted their mobile bits out).
Now there's a niche of needs in between there somewhere, maybe, and that's what I'm trying to flush out.
Instinctively - kiosks have had their day, if they ever had a day. Focus should be mobile and more functionally useful 'cross-channel' connections to customers.
21 April 2011 08:21am
Yes, I agree. I can't see much point in kiosks now to be honest. Better to focus on mobile in its various forms (even if only for staff initially to help customers browse/buy from extended ranges online etc.).
21 April 2011 08:26am
My grammar ain't always the best but I don't normally apologise as its sort of OK in posting normally. But the above don't read well.
But thank you for picking the key points out.
Kiosks. What are they like?
21 April 2011 09:05am
I've "tidied up" the obvious grammatical failings. See how easy it is to rewrite history now... ;)
Econsultancy's How the Internet Can Save the High Street report contains more than 60 recommendations for retailers who want to succeed in a digital age, covering topics including in-store wi-fi, 'reserve and collect', in-store kiosks and 'pop-up shops'. The report includes insights from experts and examples of companies which have embraced digital and reaped the rewards.
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register