According to Kiosk MarketPlace’s 2018 census report, the global kiosk industry has witnessed a 17.4% gain compared to 2017, representing today a market of more than $7.5 billion.
With such growth, it’s important to understand the reasons why kiosks are more and more used by retailers and requested by customers. Here’s our take on the four major reasons.
Kiosks are enhancing in-store customer experience
Today’s customers are more and more demanding. They are either looking for speed and efficiency or for experiences that justifies not doing everything online from the comfort of their home. In the first case, kiosks help people immediately find what they are looking for, whether it’s a product, an information, a location or anything else. They allow customers to be autonomous, specifically since tactile interactions are now mainstream.
For innovative experiences, kiosks are great too. How to better convey a brand experience in shop? The opportunities for storytelling are endless while the product is within reach for the customer. A kiosk provides an opportunity to present the universe around your product.
Kiosks make teams more efficient
Kiosks are not designed to replace people. They are good at handling repetitive tasks, like giving information or taking orders. But as they handle those tasks, kiosks allow employees to focus on where they really make a difference and to provide additional services to customers.
Kiosks are also a great way to assist sales team on the field while engaged with a customer. They can use the kiosk to display rich marketing materials like videos or interactive content, presents features and customization options and even help customers order directly.
Kiosks are great for data acquisition
Data is the new oil. All marketing efforts are now related to data, from acquisition to decision making. Data allow retailers to have a better understanding of who their customers are and to make better decisions to grow their business.
Kiosks are helpful in a number of ways to help retailers acquire data. By making sign-up easy and playful, they allow retailers to enroll more people on their loyalty programs. By surveying in specific places about specific services, they allow retailers to better monitor satisfaction from their customers. With quizzes and test, they get insights into their expectations and what they are interested in. This data can also be merged with data from other sources to feed predictive models and AI systems.
It might also be interesting to see kiosks as devices able to take advantage of data previously acquired: once a kiosk can identify who the interaction is happening with, it can take advantage of all the data a company has about that person to customize his or her experience.
Kiosks increase sales
Many studies have demonstrated the positive impact of kiosks in terms of income for companies. The most impressive example comes from Taco Bell. They reported a 20% sales increase when they started taking orders with kiosks.
What is true for restaurants is true for any kind of retailer in its sales effort. After scanning a product barcode, a kiosk can recommend alternative or matching products. A kiosk can also allow one to order an article that is no longer in stock in shop. A kiosk can recommend products in sales and suggest new products based on previous purchases. A kiosk can display popular products or exclusive ones. All the mechanics that have proven to be effective online can be used with a kiosk, while the kiosk provides a direct connection with the real world, bridging the gap between e-commerce and bricks-and-mortar.
From the beginning, we designed Heasy as a robot kiosk for retail and retailers. Its robotics design and good looking allow Heasy to generate 20 times more interactions compared to static industrial kiosks. This is positively impacting data collection or branding efforts. Heasy also brings mobility to the static kiosk, allowing it to move around in an eye-catching fashion, to be easily positioned in different parts of a shop, to fulfill different missions and opening the way to explore new innovative usages like guiding.