Interactive Kiosks: The Innovation Driving In-Store Customer Engagement

With the advent of digital technology, consumer habits are changing. To respond to these new behaviours, many shops are adopting technological solutions. Among these, the in-store interactive kiosk stands out as an essential tool for enhancing the customer experience and optimising the performance of physical points of sale. In this article, we'll look at the benefits of in-store interactive kiosks and how they transform the shopping experience.

What is an in-store interactive kiosk?

An in-store interactive terminal is a digital device, often self-service, placed within a physical point of sale. It enables customers to access information, make purchases or interact with the product catalogue in an autonomous and intuitive way. These kiosks can take a variety of forms, from simple touch screens to more complex devices incorporating facial recognition or augmented reality.

Why install an interactive kiosk in-store?

1. To improve the customer experience.
   The in-store interactive kiosk adds a new dimension to the shopping experience. Customers can search for product information, read reviews, check stock levels in real time or locate items in the shop. This autonomy offered to the user reduces the need to wait for assistance from a sales assistant, especially during busy periods, while offering a fluid and personalised experience.

2. Increase sales
   An in-store interactive kiosk allows customers to browse the entire catalogue of products, including those not in stock in the shop. They can then order directly from the kiosk and have their order delivered to their home or to the shop. This increases sales opportunities, particularly for items that are not available on the shelves.

3. Loyalty and personalisation
   Thanks to integrated technologies such as NFC or Bluetooth, the in-store kiosk can recognise loyal customers and offer them tailor-made deals based on their previous purchases or preferences. This creates a personalised relationship with each consumer and increases customer loyalty.

4. Reduce staff costs
   Although in-store advisors are still essential for creating a human relationship with the customer, an interactive in-store kiosk makes it possible to answer the most frequently asked questions and assist consumers in their purchasing journey. This reduces the pressure on staff, especially during peak periods, while offering a continuous and efficient service.

The different types of in-store interactive kiosk

There are several types of in-store interactive kiosk, each adapted to specific needs:

• Product consultation kiosk : Customers can search for products, compare characteristics and consult customer reviews.
• Order kiosk: In the event of stock shortages or bulky items, this kiosk allows customers to place an order and choose home or in-store delivery.
• Information kiosk: Located at the entrance to the shop, this kiosk provides information on current promotions, special events and the shop map.
• Payment kiosk: Simplifies the checkout process by allowing customers to pay for their purchases independently, thereby reducing waiting time at the checkout.

Impact of in-store kiosks on the shopping experience

The integration of an in-store interactive kiosk transforms the shopping experience. Customers take control of their experience and can navigate easily around the shop, without any time constraints. For example, a customer can enter a shop, scan a product with their smartphone, then add it to their digital basket via the interactive terminal. This interconnection of media improves the fluidity and consistency of the omnichannel experience.

What are the benefits for retailers?

For retailers, the in-store interactive terminal offers a number of advantages. Not only does it improve the customer experience, it also collects valuable data on buying behaviour. This information can then be used to refine marketing strategies and improve shop layout. What's more, by reducing reliance on physical stock, retailers can maximise the selling space available for the most popular items, while offering an extensive catalogue via the kiosk.

How can I make the most of an in-store interactive kiosk?

To make the most of this tool, it is important to integrate the kiosk into the sales area. Here are a few best practices:

• Place the kiosk in strategic locations: Near the entrance or high-traffic areas to attract attention.
• Simplify the user interface: The experience should be intuitive and fluid, even for customers who are less comfortable with technology.
• Train staff: Although the interactive kiosk is autonomous, sales staff must be able to assist customers if necessary.
• Ensure regular maintenance: A high-performance tool requires regular updates to ensure optimum use.

Conclusion

The in-store interactive kiosk is much more than a simple technological gadget. It is now a key element for retailers wishing to offer an enriched, fluid and connected customer experience. By integrating this solution into their sales strategy, shops can improve efficiency, increase sales and build customer loyalty. Against a backdrop of increasing digitalisation, in-store interactive kiosk is an essential investment in the future of physical retailing.