News

Kiosks work overtime in many roles

October 26, 2004

Is this a common occurrence? Your product locator system indicates that there is one copy of the must-have item, such as a music CD, left in the store. However, it's not where it should be on the shelf. Since it could be anywhere, the problem is finding the CD. The customer who wants to buy it isn't going to wait for the CD to magically reappear. The missing CD means you missed a sale.

Could the right kiosk have located the CD and saved the sale? The answer is yes, if the store is using RFID technology. According to Frank Olea, vice president of sales and marketing for Olea Exhibits, RFID means positive changes are ahead. "If the store uses it well, the customer relationship becomes stronger," said Olea. He explains that instead of waiting for a salesperson, customers can use a kiosk to locate products within the store themselves. The missing CD may be in the toy aisle instead of on the shelf, but the customer can still find it - and buy it.

The next generation of standard retail kiosks are not meant as replacements for salespeople. Rather, they will augment the sales experience. Olea points to the use of kiosks in furniture stores. These kiosks enable customers to run credit checks on themselves, rather than having the salesperson do it. Once pre-approved for financing, customers are ready to shop. The kiosk also helps customers with less-than-perfect credit avoid a potentially embarrassing situation with the salesperson.

"Kiosks don't replace the salesman, he's still there," said Olea. "He doesn't have to waste time with credit checks."

Kiosks are a great way to interact with customers who don't normally want interaction, such as timid or shy people. For example, a customer can look for items in various sizes and colors on their own and then order the items for home delivery. Kiosks are also an efficient means of interacting with customers who speak different languages. Olea points out that many different languages can be used on one kiosk. Of course, many people will continue to use kiosks simply for convenience.

Kiosks on the move

Portability is a key factor in today's kiosk design, according to Olea. Wireless kiosks offer retailers more flexibility. By adding casters, uploading new content and switching signage, a kiosk can work in various store departments throughout the month.

For example, one week the kiosk can be used as a product locator in the tool department. The next week, the kiosk is an extension of the catalog in the housewares department. Interchangeable graphic panels eliminate customer confusion.

Olea said that these kiosks are blending point of purchase with store fixtures. As a result, retailers are considering new concepts and more sophisticated kiosk designs. The footprint, however, remains consistent. "Size is standard in a retail environment," said Olea.