At this week`s KioskCom Retail Conference in Chicago, Eileen Shulock, the Knowledge Strategies Group`s VP of e-merchandising, highlighted the challenges faced when introducing a kiosk system.
"One of the key challenges is that you are extending your brand into a new medium. A strong brand needs to be expressed on the kiosk when it comes to design. You cannot just import your Web site and dump it onto the kiosk application either."
Then there is the integration with multiple channels. She said that a kiosk is not free standing; it is a hybrid experience that brings different mediums together. It can be used to shop, request a catalogue or change address.
Another challenge is that of on-site tech support and specialised hosting, according to Shulock. "The best friend of the integrator is the general manager of that retail environment. Once the GM realises this kiosk will add to the store`s bottom line there will be a lot of co-operation and training."
A real challenge, she added, is the integration of the kiosk system into the real-world store environment. It has to be visible and complement what is going on in the store.
"Make sure people see and pay attention to it. Keep crowd control in mind. Don`t put it too close to the escalator for example. Also think about the audio on the kiosk. Can the customer actually hear the audio above the noise from other shoppers and in-store music? If there is a promotion happening in the store, make sure that it is also available on the kiosk."
In closing, Shulock said this technology is not just about hardware or software or connectivity. It is about moving into people`s lifestyles and making money out of it.
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