Improving ROI with Touch Screen Kiosks
Interactive kiosks are quickly shifting from a one-off novelty into a staple asset
for businesses. Following the massive success of Redbox - a self service kiosk system
placed in shopping malls for DVD rentals - a range of large retail chains, city
governments, and travel businesses are beginning to experiment with their own self
service kiosks designed for payment, information and education, and automating simple
tasks.
Of course, much like business staffing, kiosks are most cost-effective and valuable
when optimised for use. For some businesses, this may mean a multi-purpose kiosk
designed to minimise overall expenses and streamline in-store operation, while for
others it could mean a very defined and single-purpose kiosk, installed with the
goal of minimising specific staffing requirements.
This flexibility is a key aspect of the ever-growing value of touch screen kiosks.
From retail to travel, leisure to local government, kiosks can offer value in almost
any industry. These three case studies illustrate how kiosks are changing strategy
across three different industries: entertainment, retail, and travel.
How Kiosks are Boosting Cinema Profits:
The film industry has been thrown around over the last decade, but a number of recent
technical advances are ensuring its profitability. The first is the installation
of ticket kiosks in cinemas and theatre lobbies. With the addition of self service
ticket points and payment kiosks, cinemas are lowering operating costs and rapidly
increasing their profit margins, allowing moviegoers to enjoy relatively lower ticket
prices and decreased waiting times at cinemas.
Cineworld, one of the UK's
largest cinema chains, has experienced this boost in moviegoer spending first hand.
Since installing automated Unlimited film programme and ticket booths, its customer
spend has greatly increased, alongside higher levels of customer satisfaction and
a much more streamlined movie experience. Since installing touch screen kiosks,
its staff have been able to focus on major customer concerns more immediately, and
overall operating costs have been lowered significantly.
The Effects of Self Service Kiosks in Retail:
Self service kiosks are quickly becoming a common sight in retail settings. UK baby
products giant Kiddicare has implemented
retail kiosks into its superstore, with some very positive results. Installed with
the purpose of replicating the advantages on online shopping in-store and of freeing
staff to focus on customers, the kiosks have achieved their goals effectively. Customers
are spending more at the kiosks than at the tills and over 50% of transactions are
self-service, giving staff the ability to focus on customer assistance.
A range of factors influence the value of these kiosks installations. On-screen
software allows merchants to streamline their sales and information process. Similar
to the direct sales process, kiosk software is designed to guide customers through
a clear on-screen journey. Multi-purpose kiosks, one of the most effective tools
for increasing ROI, benefit most from relatively minimal on-screen information and
grounded navigational buttons that support the functions of the kiosk.
Why Kiosks will Change Local and Long-Distance Travel:
Kiosks are rapidly changing the travel industry, both on the commercial and administrative
side. Deployment of self service kiosks and information points in airports, particularly
in immigration settings and check-in areas, has resulted in a significant change
in staffing requirements for airlines. With the travel industry shifting away from
large staffing requirements, self service kiosks are allowing airlines to minimize
per-customer costs and offer more competitive airfares.
Of course, the effects of kiosks aren't limited to long-distance air travel. Local
governments and tourism associations are embracing informational kiosks as a way
to make their towns and cities more accessible and traveller-friendly. From mapping
kiosks to multi-function information and payment points, kiosks have positively
affected the public travel sector.
What Does a Successful Kiosk Deployment Require?
With the advancement that kiosks have caused in these three industries, it's inevitable
that they'll begin to spread further. However, a successful kiosk deployment depends
on more than just presence - effective kiosks need effective placement, on-screen
software and navigation systems, and a long-term revenue model.
Self service kiosks can be tailored to an extreme extent - often with specific designs
and user-friendly form. On-screen software can be customized to provide limited
or relatively open access to information, or even designed with a clear purpose
and on-screen journey in mind. From placement to function, accessibility to overall
marketing purpose, a range of factors can influence a kiosk deployment.
What is the Future of Kiosks?
The developments in staffing and automation are clear: businesses are embracing
automation and self service. Kiosks have, by and large, received a great deal of
customer approval. From empowering customers to research independently to reducing
staffing costs for businesses, the deployment and usage of self service kiosks has
been almost exclusively effective for the businesses and public operations that
have employed them.
With this customer and merchant approval, it's likely that kiosks will spread to
more industries and economic sectors. Using retail and travel as a stepping stone,
customers should expect to see kiosks become commonplace in public areas, offices,
and service-based businesses over the next decade.