Kiosks can do more than sell

Web-based kiosks have become one of the hottest in-store selling channels this year. But while kiosks can provide a bridge between retail channels, getting store customers to use the kiosks for more functions is the challenge for retailers, Scott Hardy, managing director of KPMG Consulting Inc., tells Internet Retailer. "Making it worth the customer’s time to use the kiosk is an important factor to consider," he says. He recommends that some retailers consider using greeter kiosks that can entice shoppers to stop at the kiosk upon entering a store to download personalized coupons or get daily specials. "From the retailer perspective, if you’ve got the consumer in your store, the kiosk can be a great way to get information about what they’re looking for," he says. Furthermore, retailers must make sure that customers know what the kiosks are for and how to use them. "Consumers need to see sales associates using the kiosks," because that will help them realize it can be a useful shopping tool, Hardy says.