How interactive kiosks deliver a better customer experience and increased revenue.

Overview

Brands that are able to take advantage of in-store and touchscreen technologies can expect to be seen as market-leaders in the eyes of their consumers, and their competition. But there is a caveat. The user experience provided by the kiosk must be smooth, highly responsive and improve the customer experience.

Locations such as airports and train stations have long used kiosk-based technology, but the first generation of these devices were often slow and subjected people to a poor user experience. With today’s mobile processing power, and range of tablet devices, interactive kiosks and touchscreens have come a long way.

We’re in an age where tablet-based technology is a very realistic, and efficient, business solution. The ROI for utilising iPads and secure tablet kiosks is much greater now than a couple of years ago. Combine this with benefits like higher staff efficiency and increased customer satisfaction, doing things the old way doesn’t make sense anymore.

Benefits of Kiosks

Kiosks offer a number of benefits that improve customer experience.

- combined with needs-matching tools, kiosks match prospective customers to the best product for their needs

- an entire company’s worth of information can be placed at the fingertips of staff and customers

- providing insight into a company’s full product range, kiosks help increase order value.

Deeper product and company engagement

A kiosk places the full company and product information at the consumer’s fingertips. This enables them to explore and compare features and benefits, depending on their tastes and familiarity with the brand. Some may approach the kiosks with a product in mind, and want to view specific detailed product information, while other customers may want to browse and find products that best meet their needs.

Customised products and increased order value

Consumers can access a wide array of products, options and promotions via a kiosk, regardless of whether these are displayed on store signage. Consumers are able to view customisation options at their own pace. This encourages exploration and can lead to purchasing additional options and related products, increasing average revenue per order.

Improved efficiency

Consumers are easily deterred from making a purchase by having to wait for staff to become available. Intelligent, self-service kiosks tackle these issues. Convenient for customers, they improve efficiency and improve the customer experience.

Help staff answer questions

Offering a wealth of information, an interactive kiosk allows consumers to easily answer any questions they have about a product. In addition, salespeople can also use kiosks to support their own knowledge, when interacting with customers that have detailed questions. This leads to more knowledgeable answers and an improved customer experience.

Why retail is an ideal use case

Intelligent kiosks enable retailers to create seamless, multi-channel customer experiences. Food companies use them to support online ordering and customisation. Retailers, like Argos, use kiosks as a way into their extensive catalogue or products.

In a recent article, Bloomberg noted that sale orders placed via Taco Bell’s new app are generating 20% more revenue than those taken by human cashiers, largely due to people selecting additional ingredients. In the same vein, McDonald’s recently announced plans to expand its ‘build-your-own burger’ touchscreen kiosk.

The uplift these brands have seen in sales partly results from customers being able to see and select from the entire menu, but also because restaurants now have the ability to promote add-ons, such as a new appetiser or seasonal drink.

Essentially, retailers are now able to deliver a much higher-value personal service through a digital platform.

“The app's biggest advantage is that it unlocks the entire menu”, says Tressie Lieberman, director of digital experience at Taco Bell. The app interface displays not only add-ons but lesser-known items and sides that may get lost on crowded restaurant menu boards. - Bloomberg

"People eat with their eyes.” Rajat Suri, Chief Executive of E la Carte. - Bloomberg

Domino's Chief Executive Officer Patrick Doyle: ‘Dominos has seen the "highest ticket of all of our digital ordering channels" from its new iPad app.’ - Bloomberg

The AEG Pilot

AEG’s brand agency research found that consumers struggled to understand the differences between their extensive range of products.

This problem was often compounded by the physical store layout and time restrictions of sales people, who were often minding different sections or working across multiple brands.

AEG saw an opportunity to help users make an informed product decision. With intelligent needs-matching, they would help their consumers understand whether the appliance they were looking at would meet their needs, while simplify the buying experience. They would provide the customer with interactive kiosks that contained relevant information about key product benefits, along with helpful content and video.

In-store pilot kiosks asked customers a series of questions before providing intelligent recommendations. We ran a series of user tests with consumers of all generations, even encountering an elderly couple in their 70’s who wanted to the use the technology, but at their own pace. They dropped their glasses, then spent the next two minutes finding them before returning to the kiosk. In our initial version, we had only allowed a short, two-minute time out of interactivity before the kiosk reset.

The results were considerable. We saw a significant uplift in store sales where kiosks were present and the kiosks also provide AEG with insight into what users do in store.

Client success

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How to deliver this successfully

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Start with the revenue model

Start by modelling your revenue model. For example if you are launching an entirely new subscription based service, then consider which of the different revenue models will suit you best.

Will access to your content be free and paid for by advertising? this be pay per view, month subscriptions? Will users have unlimited access, time-restricted access etc. Will some content be free to view, or will you offer trailers for premium content? Will everyone be given the same revenue model or do you want to setup different revenue models.

If you are considering advertising as a revenue model then be aware that selling high quality inventory can be a time consuming process. See our separate blog ....

Develop the cost model

As well as the initial project costs, you should also work out your hosting costs carefully. Some online platforms charge by view, others by bandwidth.

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Do you need content protection

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The customer experience

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Bringing it all together

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