Marketing & PR
Local SEO part 2
Here is a quick run down of the basic process involved in ranking locally. This can be more complicated and require a…
24.09.2015
Self Service Kiosks - Sale Assistants of the future?
The phrase that the 'high street is dead' is perhaps overused; and an exaggeration. However, there are some important lessons to be learned and insights to be gained from the fact that online sales are booming, and high street sales, are, well, not booming so much.
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Convenience, parking fines and charges, queues and perhaps even grumpy sales assistants seem to have tailored a fashion to click and shop, rather than to drive, park, queue and eventually shop; before driving back home (more than likely in traffic).
If convenience is the big deal-changer here, then instore kiosks maybe part of the answer to creating a better customer experience within the bricks and mortar stores. Younger people (excuse the stereotype) tend to enjoy, and are used to using interactive technology, and are less skilled perhaps, in verbal communication. In addition kiosks can provide detailed brand and product information for every product - unless you have rain-man working for you, this is something that your average sales assistant would struggle with. Kiosks can also be integrated with mobile phones, online accounts and can take payments with chin and pin technology.
In fact, one study at the National University of Singapore showed that when a store changed from face-to-face service, to self-service, the 'sales-share' of difficult to pronounce items increased by 8.4%; highlighting another potential benefit of self-service kiosks. You can't really embarrass yourself in front of a computer. MacDonald's found that the average sale via a kiosk was a massive 30% higher; and that 20% of customers who didn't initially order a drink, would buy one when offered - which the kiosk did every time. Machines tend to forget less than real people to upsell. If they're programmed properly anyway.
The challenge with kiosks and self-service is convincing customers that they have to do the work of a sales assistant. The process needs to be as easy as possible, and customers need to know what's expected of them. The benefit for retailers is the increased amount of customer data that can be gained through kiosks, and a higher percentage of 'in store sales conversions'. In addition, there will always be a percentage of people that prefer a personal-touch when shopping or being served in some way.
Blogger, SEO executive, really bad martial artist and general fitness enthusiast.
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