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Digital signage: the ideal partner for retail kiosks

"Pop-up" kiosks have become the latest trend in retail. Digital signage is acting as the ideal partner to these kiosks by acting as a virtual salesperson to explain the product and guide purchasing decisions.

October 7, 2015 by Jeff Hastings — CEO, BrightSign

I've written previously about the merits of digital signage in traditional retail. No doubt, signage is now more common than not in many retail establishments. But lately we're starting to see another form of retail that's being fueled by digital signage — "pop-up" kiosks.

These kiosks are "popping up" in all sorts of locations — shopping malls, outdoor venues, festivals, transportation hubs, tourist attractions and the list goes on. Retail kiosks are nothing new, but the incorporation of digital signage is a game-changer in that they don't need to be staffed. A standard 110 volt outlet is all that's needed, especially now that Internet connectivity can be supplied over Wi-Fi or cellular networks.

The fact that these kiosks are unmanned makes it essential that the hardware driving the signage is 100 percent fail-safe. This is why kiosk manufacturers are seeking out purpose-built digital signage media players. These purpose-specific devices consume very little power, and they deliver virtually zero downtime — an essential element of any kiosk that's expected to run 24/7 without interruption.

In these new-breed kiosks, the signage acts as a virtual salesperson. Using touchscreen interactivity, customers can educate themselves about the products being sold and make purchasing decisions on the spot.

The portability and flexibility of placement make these pop-up kiosks a very powerful tool for companies to reach new customers and explore new markets. For example, pop-up kiosks make it possible to test-market new products, as well as test out new geographic locations. In addition, kiosks make it easy for online retailers to dabble in traditional retail without investing in a brick-and-mortar retail location. Additionally, kiosks create a sense of urgency with consumers by making products available for a limited time — encouraging impulse purchases when customers might otherwise walk away.

Pop-up kiosks are also creating business opportunities for the property owners and municipalities that control the land on which – or the facilities in which -- the kiosks are located. This generates supplemental income streams for these organizations, while simultaneously enriching the experience of visitors who frequent these locations.

Another business opportunity arises for insurance companies. Forward-thinking companies can now roll up to a disaster zone in a mobile unit and "pop up" digital signage kiosks with emergency messaging. These connected kiosks can even provide evacuees with an opportunity to enter their personal data and receive information about coverage and services provided. I mentioned the need for a 110 volt outlet earlier, but a small screen and simple media player can actually be powered in certain situations by a generator or car battery.  

As with retail applications, these types of kiosks offer an immediate and direct connection with a customer that can increase brand loyalty in a very memorable way.

About Jeff Hastings

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