Transactional vs. informational: in no industry is this debate more apparent than in retail. While there are many different positions -- and no perfect answers -- an emerging consensus says that to obtain greater ROI the two models need to converge.
Kiosk Information Systems is one marketplace leader that has combined multiple applications in one kiosk. “That’s the beauty of retail kiosks,” said Tom Weaver, vice president of sales and marketing for KIS.
“There are just a multitude of applications available at any retail location. The applications out there from a customer-facing standpoint are really endless. We see and hear of new applications all the time.”
Retail trends
Applications that offer information and drive revenue, such as the KIS-developed Borders Bookstore Title Sleuth kiosk, are high-growth areas in retail.
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Title Sleuth kiosks have two functions. The first is a directory solution that helps customers search for a book by title or author. The kiosk then tells customers exactly where the title is located within the store.
If the book isn’t in stock, customers can use the kiosk’s second function to order and pay for the book at the kiosk, and have it shipped to their preferred address.
“The response has been great,” said Weaver. “It’s one of the things that people associate with KIS. It’s a high-profile unit.”
According to Weaver, KIS sees a trend toward customer loyalty programs that include directory solutions and couponing opportunities combined with things that help the company drive their business and increase revenue.
“It’s not just about customer satisfaction,” said Weaver. “It’s also about increasing revenue. A directory solution might be great for customer satisfaction, but it doesn’t have a solid ROI associated with it.”
Informational vs. transactional
As more retailers seek the dream kiosk application, the ones that offer information-based environments and generate revenue are quickly gaining favor.
“Informational and transactional units are both very popular in the retail space, and that is what is great about the retail space,” said Weaver. “I think people, if they can get immediate gratification or immediate answers to their question or transaction that can be completed on the spot, that’s the idea behind all of self-service.
Weaver believes the trend is moving from just informational to more transactional applications.
“People want to be able to complete a transaction on a unit,” Weaver said. “On many kiosks you either can’t get the product at the kiosk or you can’t pay at the kiosk. I think the trend is becoming more widely adopted of ‘I want to pay, I want my product, and I want to go.’ ”
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