Best Buy is reexamining the processes around its Express kiosks, managed by ZoomSystems, after a columnist from Time Magazine published details of his unpleasant experience with a kiosk at a San Francisco airport. The reporter tried to buy an $80 battery case for his iPhone 4S but had several problems, including problems with the touchscreen and issues with the machine not emailing his receipt. Also, the product he thought he purchased ended up being a different model than he expected. He became frustrated after discovering a strict return policy.
"Best Buy Express machines have a pretty hard-nosed return policy: You can return a gadget only if it's unopened or defective, and then only by calling a toll-free number and waiting for a prepaid shipping label. Buyer's remorse isn't an adequate excuse," he wrote in the column. "And as my receipt put it, 'Items purchased through Best Buy Express(TM) MAY NOT be returned to Best Buy stores or through BestBuy.com.'"
Best Buy is looking into the matter, according to an email from the company's senior public relations specialist, Jeremy Baier, to KioskMarketplace.com
"We're working directly with the reporter through our executive customer care team, as his experience is one as a customer," he wrote. "We're also taking the time to reexamine our processes around the Express kiosks, but have nothing further at this time to share."
Best Buy currently has about 200 kiosks deployed.
Kiosks in airports are intended to be a convenience and to attract consumers to the brand. When they are backed by bad customer policies, poor understanding of their client base, and malfunctioning features, they don't achieve their intended goals - increasing sales and customers.
It's mind-boggling how many companies don't understand what user experience is all about!