October 25, 2004, 12:00 AM

28% of retailers say web-based kiosks help line-busting, study says

Although information about products and services is still the leading reason retailers deploy web-based kiosks, line-busting is becoming more popular as merchants try to shorten the lines customers wait on, a new study says.

Paul Demery

Managing Editor, B2B E-commerce

Although information about products and services is still the leading reason retailers deploy web-based kiosks, line-busting is becoming more popular as merchants try to shorten the lines customers wait on, Summit Research Associates Inc. says in a new study.

The study, "Kiosk Industry Sector Report – Retail," released this month, notes that line-busting was cited by 28% of retailers as a reason for deploying kiosks. 33% of respondents cited providing information; 27%, improving customer service; 23% reducing operating costs; 17%, building a competitive advantage. The study allowed for multiple responses by the same retailers.

While helping customers avoid lines, the kiosks are also being used to up-sell and cross-sell customers, Summit says.

The study notes that the largest percentage of retailers, 22%, get from 1 to 10 kiosk users per day. 16% get 11-20 users; 11%, 51-100, 4%, 101-250; and 6%, 251-1,000.

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