At this week`s KioskCom Retail conference in Chicago, Alex Richardson, CEO of NetKey, a US Internet infrastructure company that provides self-service and e-commerce technology, explained why kiosk projects often fail.
"More often than not, you find that there is a lack of focus in the kiosk roll-out plans. Just having a kiosk is not the answer. You need to have specific goals and objectives. Also, it`s obvious; don`t get behind schedule or go over your budget.
"Many kiosks are way too complicated. We have found that the in-store user is different from your normal Web user. They are generally not as comfortable with using technology. I always ask: will my grandmother use it? And, can a customer find an answer in five to ten seconds?"
Richardson said kiosks are often placed in the wrong location and there are too few of them. "This will not contribute to the success of the roll-out. If you put a kiosk at the very back of the store people won`t see it and therefore won`t use it."
He added that the in-store team has to be motivated to point customers towards using the units. "The only way to do this is through commissions. One way to get the staff more comfortable with using the kiosks is to display HR information on the units.
"Then, connectivity is a big issue, especially to get it at low cost and with good quality. I advise against using dial-up. Remember, rather over-build than under-build your network. Plan your network and the monitor side very carefully.
"I also believe in mastering the e-mail and Web channel. If you leverage the Web channel you will be able to build traffic into your site. Then, start building an interactive marketing database. Know who your customers are and where they come from."
He concluded that the four key areas to remember in the kiosk area are attraction, interaction, transaction and satisfaction.
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