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Customers are essential to kiosk design process

February 14, 2005

Many retailers may think a kiosk project requires a huge upfront investment. That's not always the case, said Alan Manns, national sales manager for kiosk enclosure manufacturer Metalfx. The biggest investment, other than cost, is often the investment of time. It's important to spend time considering all aspects of a retail kiosk deployment, from kiosk branding and promotion to site selection and basic ergonomics.

Believe it or not, your customers can make the difference between a good kiosk design and a great one. Knowing your customers' behaviors and preferences is an essential component of kiosk design. Learning about your customers requires a fair amount of research, time and planning, but the finished kiosk product makes the entire process worthwhile.

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Your kiosks should reflect notable differences in your stores. Customers in an upscale location may prefer using credit cards at the kiosk. Customers in another location may prefer cash. While the basic kiosk design for each store is the same, the components for each kiosk would differ. One would incorporate a card reader; the other a bill acceptor. Younger customers may use kiosk technology much more readily than older customers.

Don't be driven by assumptions, however. Manns noted that even experienced store managers have been surprised by survey results.

Francie Mendelsohn, president of Summit Research Associates, commented on the usefulness of focus groups in gathering customer feedback prior to kiosk development. A strong focus group leader will elicit both positive and negative feedback, both of which are necessary for the most successful projects. While the focus group process may be costly, the payoff is worth it. Ideally, focus group participants will reflect a cross section of your customer base in terms of age, education and household income.

Choosing the right material

Enclosure materials, like components, differ from kiosk to kiosk. Wood is often used to convey a rich, warm feeling, as in jewelry stores or banks. Steel is more high-tech and stronger, suited more for an electronics store, trendy boutique or outdoor location. Again, knowing your customers will have an impact on your decision.

The right manufacturer will guide you through the design process, including choosing the right materials. Metalfx provides a timeline for its customers that detail major design and cost points. These are also decision points regarding design, components and materials. By having a firm grasp of your customers' needs and wants ahead of time, these decision points will be pain free.

Pricing is a big advantage to having a manufacturer source all of the kiosk components, according to Manns. There are no hidden mark-ups and often the complete solution can simply be drop shipped to the retail location, ready for installation.

Be sure the manufacturer can meet your needs, whether you need five or 500 kiosks. Metalfx keeps a number of its multipurpose kiosks on hand, ready to ship at any time, for customers needing only one or two kiosks. The company has customized and shipped up to 500 kiosks a month for a customer needed 2,500 kiosks.

No matter the size and scope of your kiosk project, Manns said it's your customers who will ultimately lead you to the right installation.