U.K. self-service kiosk supplier Protouch announced today that it has put together a three-step guide for retailers looking to boost in-store sales and achieve a greater return on investment.
In the guide, Protouch marketing manager Amanda Wallace explains that customers' needs and expectations for fast and convenient service are growing — which means a traditional, more slowly paced service can leave people frustrated, putting down goods and walking away empty handed.
This is one of many reasons why the self-service checkout is surging in popularity, with supermarkets leading the way. As of May 2010, Tesco will have self-service counters in 256 U.K. stores, where they are responsible for a quarter of all transactions. Sainsbury's is following suit, with a growing 220 stores offering self-service, and more set to follow.
But the guide admits it's not just a case of plonking down a new kiosk and waiting for a flurry of revenue, according to Protouch:
"Getting kiosk deployment right goes a long way to having a successful rollout. It needs to guide the customer through a clear on-screen journey. If the home screen looks too complex, too much like an advert or simply doesn't portray the purpose of the kiosk, the customer may be put off. The idea is to invite the customer in and take them on a step by step journey leading to your target action."
The guide also addresses issues like kiosk positioning, in-store messaging to direct customers to the self-service stations and the advantages of a healthy hybrid of both traditionally staffed counters and self-service.
Access the full Protouch guide to boosting in-store sales at http://beta.protouch.co.uk/ProtouchGuides/84/Goodbye_tills,_hello_kiosks_-_3_step_guide_to_boosting_in-store_sales.
