The Obstacles of Retail Kiosks
Today, retail kiosks are being put in place in many locations to benefit customers while they shop. In 2015, Love’s Travel Stops & Country Stores began a digital marketing initiative that installed 470 touchscreen kiosks and 2,300 digital touchscreens in its various locations, giving the company a better hold on its customer messaging system. As the company was now able to design all its digital content for the kiosks, social media and digital signage by itself, it proved to be a major advantage in terms of cost. Initially installed at truck stops, it did not get many customers as most of them were middle-aged truck drivers. In response, Love’s changed the content in a way that it employed Google Analytics data and enabled scrolling so that customers could view traffic and weather information as well.
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By Michelle Grant, Head of Retailing, Euromonitor International
Another company, Sodexo—the global foodservice operator manages the content for over 5,000 kiosks, which is proving to be very challenging. Unlike Love’s, Sodexo deals only with food and beverage vendors for all its digital content, since it served the North American and European regions, the content needed to be varied amongst its kiosks. When the company introduced a self-ordering kiosk with the aim of reducing the amount of waiting time at its customers’ cafeterias, the volume of orders was not being handled by the kitchens. However, the biggest pain point was getting hold of a reliable payment platform for every kiosk.