Article

Cincinnati Chevy dealer drives the tablet trend forward

Kiosks utilizing Microsoft Surface Pro tablets created an engaging showroom environment.

June 19, 2013 by Natalie Gagliordi — Editor of KioskMarketplace.com, Networld Media Group

Whether it's to the credit of technology-adopting Millennials or the generally addictive nature of smartphones, it's clear that tablets and other touch devices have secured a place in the cultural norm.

In the business community, tablets present an opportunity for consumer interaction — attracting and engaging customers in ways they find familiar and useful. For the kiosk industry, this has meant a period of rediscovery, where the generalization of a "computer-in-a-box" is giving way to that of a "tablet-on-a-stand."

For U.K.-based imageHOLDERS, a company specializing in tablet kiosk solutions and enclosures, the shift is not seen as a passing fad, but as a fundamental change to the concept of a kiosk.

"Traditional kiosks provide a solution of sorts; however, the expensive, bulky designs remain impractical for many companies," said Peter Thompson, project manager for imageHOLDERS. "Tablet kiosks are opening the kiosk market up to almost any size organization."

ImageHOLDERS was recently tapped to undertake a bespoke tablet kiosk installation for McCluskey Chevrolet in Cincinnati, Ohio, where, according to Thompson, unique considerations made tablet kiosks the natural choice.

"Designing customized solutions for the automotive sector posed a completely new set of challenges," Thompson said. "With a world-famous brand like Chevrolet, we had to ensure our designs were in keeping with the company's existing corporate identity along with the high-end finishes of McCluskey's multimillion-dollar facility."

Chevrolet commissioned 12 'Pro' range tablet kiosks for use within thedealership's showroom. The kiosks provide customers with information on specific car models and encourage user interaction during times when sales people are unavailable for immediate assistance.

Additional branding on the tablet kiosks promotes the use of an interactive wall panel that incorporates three Microsoft Surface Pro tablets for multi-user interaction. The tablets display information on Chevrolet car models along with an invitation to take a test drive.

The test-drive function allows users to scan their driver's license into a system that cross-references with the U.S. Department of Motor Vehicles to ensure validity. The license is scanned by a built-in device that is attached to the Microsoft tablet via USB. Once scanned, an integrated app collects the customer information and stores it on Chevrolet's customer relationship management system.

The kiosks' ability to collect customer data, as well as offer customer self-service, made the devices an attractive option for the dealership, Thompson said.

"Businesses are looking for ways to give customers the power to choose how they shop, communicate and obtain information," he said. "Over the last two years, we've seen an explosion of interest for tablet kiosks across the enterprise. Companies from all sectors are looking to implement tablet technology into their sales, marketing and communication mix. Modern tablet kiosks are simple, cost effective, engaging and mobile."

Furthermore, the ease of integrating peripheral devices such as printers, RFID readers and card scanners into tablet devices is paving the way for the next wave of ePOS tablet kiosks, Thompson said, which potentially will make "outdated till systems and traditional kiosk solutions obsolete."

Adrian Thompson, imageHOLDERS CEO, said he continues to see a demand for customization and device integration — demands easily met by tablet kiosks.

"We've seen a huge move from iOS native apps to browser-based, cross-platform apps allowing organizations easier deployment and integration of both devices and IT," he said. "The enquiry level for customization and device integration continues to grow, demonstrating that every customer is unique and not only thinks differently, but wants to look different."

But regardless of the flash and pizazz that may come from a well-designed tablet kiosk, the tipping point in the trend to move from traditional to tablet kiosks rests on the bottom line, according to Thompson.

"As businesses realize the value of implementing tablet based kiosks and their impact on ROI, they will fast become a necessity rather than a trend."

Read more about kiosk enclosures.