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Buy a large box of “Orville Redenbacher’s” popcorn and get a free DVD rental

November 3, 2010 by Michael Rigato — V.P. of Operations, Signifi Solutions Inc.

Is there another opportunity for DVD kiosks other than just renting DVD’s?

Advertisers are always looking for a captured audience for their promotions.  This gives the DVD rental kiosks a distinct advantage over other kiosk models.  They have repeat customers coming to their kiosk weekly, and they’re almost always making a purchase.

The ability to provide a promotional code directly on the software’s user interface sets the DVD rental kiosk apart from conventional kiosks. DVD kiosk customers are a captured audience. They can be up-sold other products in the kiosk itself or other advertised items that are being promoted.  When you look at a company that has thousands of DVD kiosks in the market place, it’s easy to see how ad agencies would love to spend major advertising dollars through this medium. 

This doesn’t even touch upon the large database of customer e-mails that the kiosk would generate.  If the kiosk has a large flat screen, this could be used to broadcast promotions to people not even using the kiosk. That’s an opportunity for the advertiser and the DVD kiosk owner to make a sale.  I’m talking about “point of sale advertising”. The consumer is in the store ready to find a deal.

Point of sale advertising is not a new concept.  The difference is in the way the advertising is delivered.  In the past, big box retailers would use danglers or costly print ads to advertise in store promotions.  Using the DVD kiosk, you can use more direct advertising while the consumer is making a purchase and sell another product that the consumer might not have purchased otherwise. 

Another advantage is the simple fact that you can change the message on the fly.  As a new promotion comes out, they can be changed at the kiosk almost instantly.  This gives the retailer and the owner of the kiosk the utmost in flexibility.  How about more than one promotion at a time?  Try that with danglers!  What you’d get is simply a cluttered look that isn’t very appealing, and with multiple danglers, where do you look?  Software promotion can be easily arranged and will engage the consumer to take action. 

In short, the DVD kiosk is not just one thing.  It’s a sales tool and if you do it the right way, it can be more profitable than you think.

So the next time you look at a DVD kiosk, you might just be thinking: “Would I like butter on my popcorn”? Or “A can of cold Coke to go with it would be nice”?

About Michael Rigato

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