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April 14, 2010
Where Do I Start?Kiosks & Interactive Self Service 101
Ronald L. BowersSVP Business DevelopmentFrank Mayer & Associates, Inc.
www.frankmayer.com
Agenda
Overview
General Overview of the Industry – Research data, Who’s doing what, Future projections
Defining Business Goals & Customer Experience – Qualifying the Reason for Deployment
Understanding the value proposition for Retailer, Brand Marketer, and the Customer
What to Consider – Hardware, Software, Services, Deployment and Marketing
Identifying Technology benefits – Kiosks, Digital Signage, Handhelds, etc.
Determining your goals – While Attending Self-Service Expo – and How to Accomplish Them!
Consider These Research Statistics:
97% increase in Kiosk installations from 2006 to 2009
• 39% increase in 2007 alone
39% of customers prefer Kiosks to reduce wait times
• 44% frustrated by lack of employees to help
71% of 18 to 24 year olds prefer Self-Service
• 64% of 24 to 35 year olds prefer Self-Service
12% increase in store sales by retailers using Kiosks
• 42% will choose stores because Kiosk’s are available
75% of purchase decisions made in the store
900,000 Kiosks installed by 2007
• 1,200,000 Kiosks by 2009
• 3,400,000 Kiosks by 2015 projected
Providing Custom Retail Kiosk Solutions For Over 30 Years
Future Projections: Define Success to You & Then Measure It!
An Introduction to Interactive Self-Service at Retail
Your opportunity to secure your objectives and formulate a successful interactive display strategy.
What is your retail channel?
What is important to the consumer experience?
How will a self-service experience impact your brand at retail?
Define all objectives
Business owner (store owner, franchiser)
Customer/consumer (person using the kiosk)
Shareholders (corporate impact, image)
Retail partners (products marketed in store)
Consider all technologies
Kiosks
Digital Signage
Handhelds
Displays / Signage
Create a Business Model
Use a “blended” approach
One size does not fit all
Consider different technologies
Customize your approach
Have You Really Determined Your Goals & Objectives
“Its Not the Shoes!”
“Its Not the Technology!!”
What are your reasons for deployment?
Deploying a successful retail self-service kiosk
program can be a very complicated and daunting
business strategy if not executed correctly.
Therefore, it is critical to start any project with a
detailed Needs Assessment Discussion and a
thorough Due Diligence process for determining a
successful ROI and proper lifespan for the kiosks.
Insure that a detailed functional requirement
document has been developed and embodies the
vision you have as a deployer for your project and
that your deployment Team understands your
vision and insures it is a measurable success.
Sales Increase Competition Brand Loyalty
Improved Customer Service
Product Introduction
and Trial
Have You Really Determined Your Goals & Objectives
Where will your business benefit?
Better Retail Placement
Better Product Information for Customer
Real-time Retail Performance Feedback
How will this benefit Consumer, Retailer, and Brand Marketer?
Product Knowledge Information
Brand Trial & Loyalty
Convenient Customer Service
Reduce Retailer Overhead Costs to Sales
Does Your Business Model Support the Pyramid Principle?
Are all three players gaining benefits?
Short term – Long term
Scalable
Are you considering the total picture?
Interactive Kiosks
Digital Signage
Handhelds
Flash Media Shelf Systems
Point-of-Purchase Displays
Signage
Build your solution to your needs
Customer
Retailer BrandMarketer
= =
=
Success Requires an Integrated Marketing Solution
Software & Content Development
Component Hardware
Channel Integration
Installation
Health & Heartbeat Monitoring
Real-Time Retail Performance Feedback
Updating a Scalable Solution
Retail Placement & Support Signage
Service and Maintenance
Hardware
Kiosks
Digital Signage
Software
Application Providers
Monitoring Services
What to Consider
Components
Displays, Computers, Printers, Keyboards
Allows you to “roll your own”
Services
Installation
On-Site service
Success Points of Differentiation
Needs Assessment Discussion and a thorough Due Diligence process for determining a successful ROI and proper life span for the kiosks.
Insure that a detailed functional requirement document has been developed and embodies the vision you have for your project, and that your deployment Team understands your vision and insures it is a measurable success.
Does the program complement brand marketing & media advertising?
Does the consumer see continuity of brand purpose at retail?
Is there a focused “Call to Action”?
Can the consumer intuitively navigate to product purchase?
Does the self service system aid and complement retail associate interaction?
How to Approach This Self-Service Expo to Your Benefit
Be Software, Hardware & Service Agnostic
Focus on Your Marketing Objectives
Branding
Design
Presence at retail
Convenience
“Call-to-action”
Experienced Team Approach
Consider the customer
Pre-Marketing
Make it easy, intuitive
Signage, displays
Location, Location, Location
Consider the employee
Get them on your side
Make them part of the process
Things NOT to forget
Consider the sustainability
Improvements will be made
No deployment is perfect, be prepared
New content needs to be updated
…Where to begin – Your business plan
…What to look at – Components that will support
your business plan
…How to stay focused – Consider an integrated
solution with your business plan goals in mind
Zooming In…
Ronald L. BowersSVP Business Development
Frank Mayer & Associates, Inc.
1975 Wisconsin Ave.Grafton, WI 53024-2605
(800) 225-3987
ron.bowers@frankmayer.comwww.frankmayer.com
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