Business models of all shapes and sizes rely on data to understand what’s working for them. Retailers focus on demographics, sales, purchase patterns, and the popularity of specific items. The process for collecting some of this data, however, was often very costly and relied on receiving feedback from customers through online surveys.
Thankfully, touch screen kiosks are a cheap and easy way to gather in-store data from your customers.
According to Mapping Analytics, implementing the collection of data through an interactive digital kiosk saves 25-50% in data collection costs. This method of data collection can be done in a number of ways; through a customer satisfaction survey, signing up for a loyalty program, camera capture, or self-serve POS kiosks that ask for more information.
Adapting these technologies to ask questions geared towards collecting insight into your customers’ shopping habits can help you provide them with what they want.
All Questions Can be Answered With Data
From wait times at the cashier to the flow of traffic through your store, digital kiosks can capture information that you can use to better set up promotions and target your prime demographic.
Digital kiosk software can be configured to collect information on the total of users, average session, loyalty cards issues, way finding map requests, and more. Through this data collection, you can verify in-store traffic patterns, top-searched products, wait times, and in-store satisfaction.
This data can provide valuable information on what your customers need the most help with, want the most information on, or even who they are. The further kinds of information required from your customers in order to properly market to them include age, gender, children, address, income, and lifestyle and behaviour data. Make these questions quick, targeted, and non-reliant on typing. Multiple choice questions fare far better in a touch environment as customers can quickly answer the survey and move on.
Many of these can be easily acquired through visual demographic collection software that collects information based on a camera installed in the system itself that simply gathers information without storing actual images of your customer.
If You Want Data, Just Ask
According to Survey Monkey, the #1 way of collecting customer feedback is now the kiosk survey.
Previous methods of collecting feedback from your customers relied on them remembering to fill out an online survey once they got home. These at-home surveys are often only effective if the cashier mentions it to the customer, circles it on the receipt, and if the possibility of winning a reward is offered.
Touch Screen Kiosk surveys grab the customer while they are in your store. Their responses will be representative of their in-the-moment feelings and experiences, and if an offer is redeemed through email input, they can chose to use it immediately instead of using it next time.
However, their email has now been collected for future marketing efforts and the implementation of next-best-offers being sent to them.
Next-Best-Offers
Targeting promoted products to upsell or cross-sell your customers is one of the key goals in collecting consumer data.
- A 2014 Infosys survey found that 78% of consumers would purchase from a retailer again if they targeted offers to their interests, wants, or needs.
- Based on those results, 70% of consumers feel comfortable sharing their personal data with retailers
The first Next-Best-Offer was developed by Amazon, who introduced an algorithm that presented customers with suggestions based on their purchase. “Those who bought this also bought that,” suggestions compiled generic purchasing information of other users to encourage impulse add-on purchases.
Now, with additional demographic and purchase history available to retailers, these offers can be more specifically targeted to products they actually want or need. Your interactive touch displays can suggest products that match, work well with, or complement the item that your customer inputs. Effectively up selling based on what they already have in their hand. Keeping in mind, this assumes your displays and (technology stack) are properly setup and monitored by a managed it services provider.
Tesco’s strategy through its loyalty program, seeks to expand purchases by offering deals on products their consumers already buy. According to an article in the Harvard Business Review, Tesco’s personalized and targeted strategy has seen redemption rates ranging from 8% to 14%. Just one tactic that keeps them firmly planted on the Fortune 500 list.
Touch technology not only captures data, but through algorithms of products in-store can just as easily offer your customers guidance on selecting complementing products.
No Kiosk is an Island
It’s great to collect customer data through surveys, loyalty program insights, and purchase histories, but keeping this data separate from all other data collection methods isn’t what big data is all about.
Digital kiosks must integrate with POS, website, customer service centres, and all other customer-facing channels. Through the swipe of their loyalty card, or profile log in, kiosks can consistently create an optimal level of personalization.
The benefits of creating an interactive atmosphere in your retail location are plentiful, but the collection of consumer data helps your marketing team narrow in on what’s working and what your customers want. By collecting demographic data, feedback, and enrolling people into your loyalty program, the opportunity to better your offerings and marketing triple. It’s also important to use cloud automation services to store this data and have easy access to it.
Baanto Shadowsense technology has a fault redundant architecture and perimeter technology that is easily installed and remotely monitored. Without the need for PC processing, the overlay works with any player, on any screen, and can be configured to ignore certain touch such as palms. If you’ve been looking for easy to install and monitor solution for a touch screen kiosk in your retail business, Baanto can provide the technology for any solution.