Impulse Buying

Versión para impresora

Rich, engaging kiosk experiences, more than smiles and sales prices, capture the hearts, minds and dollars of today’s shoppers, says Brendan O’Meara from Microsoft Windows Embedded.

 
Technology has changed the way consumers navigate and interact with their surroundings and with each other, from getting directions, to determining where their next vacation will be or how they would look with that new haircut. The retail experience is no different; technology has changed the way people shop and retailers have a great opportunity to capitalise on the habits of this new high-tech shopper.
 
A digital retail experience doesn’t begin and end with a great website. In today’s 24-7 connected world, it only scratches the surface, and hardly begins to impact the in-store experience. You need to embrace and introduce that same level of technology – with highly interactive, personalised information – into your store. With the right software and device capabilities, a self-service kiosk can be transformed into a top sales associate with the power to attract and convert the casual window shopper into a buyer and brand ambassador.
 
The in-store experience converges with the digital and online to give customers what they want in the way they want it. For example, a woman searching for the perfect summer dress to wear to a wedding can look up a particular style, touch the image of the dress, and have the kiosk scan her features to show how she will look in the dress. The kiosk could also suggest a few other, similar dress styles she might like, or recommend ones she would have never considered that will better highlight her natural features. It could go on to show her matching shoes and accessories. She then leaves satisfied and ready for her wedding, and the retailer has a bigger ticket sale. Sounds far-fetched? NEC recently unveiled its Next Generation Digital Sign demonstration, built on Windows Embedded Standard 7 and standardised on Intel’s Open Pluggable Specification, to show how a shopper can browse different store items by virtually travelling through them using interactive gesture control that is initiated through a simple wave of the hand.
 
An interactive kiosk can also provide customers with targeted information that matters to them. Kiosks can provide customers with tips for hosting a party – and then tell them where to find the necessary items in the store. The kiosk can even make suggestions on wine pairings and table settings, map where these products can be found or even refer the customer to affiliated stores if these products are not in stock.
 
The appeal of kiosks isn’t just for customers – they can deliver significant cost, productivity and loyalty benefits for retailers by driving sales and cutting down on labour costs for retailers.
 
As you begin to evaluate which self-service kiosk is right for your stores and customers, remember that the software powering the kiosk is a critical component contributing to your customers’, and your own, overall experience. Once you determine where and how you would like to use the device, keep these questions and guidelines in mind as you review the different choices available:
 
How compelling is the device? Key features that will engage and increase user interaction include rich 2-D and 3-D graphics and multimedia. Additionally, natural user interfaces such as those with speech or multi-touch capabilities that that include pan, flick and zoom, will capture the attention of your customers.
 
Smart Thinking
 
How ‘smart’ is the device? Through the latest software, today’s devices have the capability to be more aware of their surroundings and location. A digital sign or kiosk can use a proximity sensor to detect when someone walks by and then share a message or interactive video that will target the passer-by. Video analytic features and software can determine the age and gender of approaching customers to display a customised message based on his or her demographics. GPS sensor or Wi-Fi triangulation can also be used to determine the type of ads that should be played based on specific geography.
 
How accessible is the device ? Customers today aren’t going to spend all day in the store, at your kiosk, looking for something and not being able to find it. When evaluating kiosks, look for a user interface that is familiar and intuitive. Think about the types of programmes and software your customers use at home. Incorporating software that has a sense of familiarity will increase the likelihood that customers will use it and have a positive experience.
 
How secure is the device? The type of information stored on the device and the connectivity it has to company information stored at another location will determine the level of security your kiosk should contain. There are multiple security layers you may need to consider including data security, network security, operating system and application security.
 
How cost-effective is the device? There are costs associated with managing any in-store devices. Software features on some devices may help reduce the power usage of the device, such as going into standby after a set amount of time. Device features may also include remote management functionality to install system updates automatically or manage the overall bandwidth requirements of the device by storing some data locally versus continually connecting to a data centre.
 
The key to choosing your next-generation kiosk is to match the features based on your business and customer needs. It is critical to have the right software installed on the device you purchase to create an experience that engages and excites consumers about the products you have available, while providing them with the valuable information they need to make informed purchasing decisions. When done right, your next ‘window shopper’ may be your next loyal customer.