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A new objective for retail self-service

April 10, 2013 by Ron Bowers — SVP Business Development, Frank Mayer & Associates

Having spent more than 25 years guiding retailers and brands into self-service solutions, it has been fun to reflect on how we got to this multiscreen Modus operandi, which is fast becoming second nature. We've witnessed the evolution of desktop to kiosk, kiosk to mobile and digital signage to mobile. Consumers move freely among devices in planned and impulsive ways.

At the same time we're experiencing this technology evolution; we're also encountering a broadening of the applications for self-service. We think this trend offers new opportunities for forward-thinking retailers, so there's not much time for looking back.

A major self-service in retail theme is the enabling of shoppers to explore endless aisles and access the breadth of what the retailer has to offer. These are engagement solutions that empower customers in the store like shopping kiosks, gift registry kiosks, and interactive digital signage with expanded inventory visibility for categories from jewelry to shoes. They are all very intuitive uses for in-store self-service.

A second intriguing theme involves offering ancillary services that are a draw to busy, connected consumers. By providing frictionless ways for customers to accomplish life's pleasurable and mundane tasks, self-service offerings can solidify the store as a destination and even encourage repeat visits. We think this aspect of self-service lends itself to some imaginative applications.

With the increased acceptance of the phone as a shopping assistant, there's a realization that phone charging can be a real draw in most any retail setting. Phone charging displays can come in many formats and their value can be extended when coupled with consumer information services, promotional programs and advertising messages.

The ultimate test for the execution of self-service is being secured at retail presently. The connected consumers have made themselves heard and the majority of successful retailers are experimenting with ways to reduce their legacy silos, into omnichannel solutions to offer their loyal consumers convenience, selection, and service when they want it, where they want it, the way they want it.

In return, retailers are finding consumers with a renewed exuberance for loyalty — bordering on evangelism for the retail brand.

About Ron Bowers

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Frank Mayer and Associates

Kiosk Design | Manufacturer

Frank Mayer Kiosks and Displays specializes in large-scale rollouts of custom digital kiosks for enterprise and growth-oriented brands. With a relentless focus on premium design, customization, and end-to-end service, we manufacture self-service customer engagement solutions that expand market reach, boost sales, and enhance brand equity.

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