All around the world Kiosks have failed? Ok not entirely, kiosks do not fail, people do not interact with kiosks because the applications and architecture do not enable them to.
I do not mean the operating system, but the interface and architecture of the information or service that is trying to be conveyed to the customer.
Before we go any further I believe it is important to define a kiosk.
A Kiosk is a pc capable, independent communication tool with multi dimensional functionality designed to deliver, receive and transact information in an unattended environment with specific goals in mind. It is purpose built and when I say pc capable, I do not mean a PC in a BOX. One cannot ask a dassie to shake an amarula tree for fruit, just because it has the same skeletal structure as an elephant. A kiosk is purpose built to deliver information to whatever market segment you choose to target.
What is vitally important is that the application used on the kiosk, be a customer experience driven one. One, that the market segment that is targeted be researched and considered, before one can expect a return on the investment.
The South African market place is ripe for so many kiosk applications. We must simply avoid the pitfalls so clearly indicated by the mistakes made in other markets.
A kiosk is a medium through which information should travel, the effort put into the application that routes that information is directly related to the success of the kiosk and what will follow is a return on the investment.
Why kiosks?
Multi dimensional functionality allows features such as:
* Infrared beams, which allows promotional programs to run when a customer walks by
* Touch screen, which simplifies using the functions so that you do not have to be computer literate to benefit from the offer
* Swipe card, which allows you to register your visits and benefit from loyalty programs
* Unattended environment, able to service a specific market segment and different market segments
* Product range that is accessible without having to carry stock in-store
* Information tools and services that can be accessed at the customer`s convenience
* Great Customer Relationship Management tool, as the information gathered from the different tools used at the different times will paint a picture of what customers want and when they want it.
* Available 24 hours, able to deliver immediate benefits to customer through tools that the application offers.
Why not?
If not supported with a customer-orientated application that is promoted and marketed using traditional marketing avenues, using a kiosk can be and most often is an expensive bill payment system.
Will Kiosks work in the South African market place? Will the public migrate to a mechanism of information sharing that is new? Is the public able and ready to appreciate using a tool such as this?
Well, not for lack of ability or hardware fulfillment. Companies like National Data Systems who carry NCR equipment are well able to support the hardware that is required for a Kiosk initiative, as are companies who offer bill-payment systems that are purpose built for use in an unattended environment.
So, will it work? Well only, if the application that is used engages the customer in useful conversation with a usable interface design, which allows easy navigation to all that is on offer. Consider a customer orientated experiential driven application that helps the customer benefit from the offering, which translates into a healthy return on the investment.
Uovo speak from experience when they talk about kiosks. They are responsible for the successful conception, development, deployment and management of kiosk applications.
Lets look at an example project as a case study.
Vshops are the exciting new high street retail outlet from Virgin. Our Price stores were converted into the Vshop, which now offers its customers an edited selection of music, movies, mobile phones and entertainment hardware, with access to a deeper, more comprehensive product range through in-store online kiosks.
The objectives set were to, create and develop a touch-screen interface for the kiosks, delivering search and transactional functionality for over 110,000 products.
Uovo`s solution was an easy to use kiosk interface design- fresh and exciting, like the Vshop brand, but also simplified to help customers` navigation. They incorporated elements such as touch-screen technology, time-outs and infra-red sensors, receipt printing from either kiosk or cash desk, automated credit card swiping and authorisation, customer data capture, and remote communication of orders to two fulfilment houses
The technology used is a bespoke commerce application, developed using ColdFusion, with an Oracle 8 database. Integration into the various kiosk functions (e.g. card swipe and receipt printing) was managed with Active X controls. Integration with a product database containing over 110,000 products, two separate fulfilment companies, and Vshop`s own till management system.
Vshop attributes its success to being a customer-focused application that targets a specific market segment in a market place that is not intimidated by technology.
How then can Uovo ask for the same customer orientated focus to be applied to all kiosk initiatives?
Well, because no matter what the initiative, you are asking the customer to communicate with you, be it through a transaction or a web portal. A kiosk represents an avenue of communication that is supplied to the consumer by you and represents you and your company. This is a responsibility that will reflect on your organisation and the application that you run on the kiosk can manage the relationship you have with those customers that use your kiosk.
In conclusion, Uovo has the proven successful kiosk experience. Is the South African market ready for it?
The market is only ready to engage in informative open conversation. If that should be through a kiosk then that is up to you.
Share