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Merchandise always in stock with a virtual showroom

June 29, 2004

Kiosks that display virtual showrooms can be of real value in a retail setting. But providing real value means more than throwing a bunch of pictures and prices online. Real value is achieved when virtual showrooms enhance the shopping experience.

User-centered design principles can mean the difference between success or failure for a virtual showroom project. To succeed, the software interface must be service-oriented and focus on the content and the visualization of the products.

Designed right, the kiosk will act as a well-trained sales consultant that guides customers in selecting merchandise that meets their needs.

For example, Evviva Virtual Galleries, designed by Apunix Computer Services, is a virtual showroom kiosk that supports and influences shoppers during the process of buying high quality, limited edition art.

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Customers can search for the preferred type and style of art, and then refine the search based on the home's predominant color scheme.

Desired artwork -- along with a suggested frame -- is previewed on a full-size plasma screen that is kiosk controlled. The recommended frame is pre-designated by an art curator, based on the best match for that artwork style.

If the customer isn't happy with the suggestion, he or she can use the kiosk to make a new frame selection.

Customer and retailer advantages

The real advantage of the virtual showroom is that it offers customers more selection than they would have even in a large art gallery. In addition, customers have the ability to see the art in the frame of their choice, rather than in the gallery-selected frame.

According to Michael Bevins, president of Evviva Virtual Galleries, "The choice of the correct kiosk developer was key to the successful design of this prototype. Apunix's unique ability to not only provide an easy-to-use, graphically rich customer experience, but also provide a platform that leads the industry in robustness and reliability and database-centric design, is critical to the future success of this project."

The value for the retailer is virtually unlimited product selection, no in-store inventory, the ability to cross sell and up sell other items at the kiosk and the ability to offer extensive product information, as well as selection assistance. In addition, the art is produced on demand and delivered directly to the customer.

"We think this type of kiosk shows how successful a well-executed kiosk can be to help sell products when the required physical inventory would not sell the quantity per square foot of space that's required on the showroom floor," said Apunix co-founder Sylvia Berens.

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