More than 80% of consumers want self-service options in stores, and 95% of companies report an increasing number of requests for these solutions.
For retailers, this represents a new potential revenue stream. But capitalizing on it means first making sure that their technology can adequately meet customer expectations for self-service kiosks that are fast, intuitive and simple. Here’s what experts recommend.
RELATED: Self-service solutions from Zebra and CDW support the customer experience.
Self-service kiosks were supposed to make things easier for customers and less costly for companies. But the trajectory wasn’t as expected. In fact, many retailers installed self-service checkouts only to remove them and bring more staff back to stores.
What went wrong? Put simply, the tech wasn’t up to the task. While 60% of American consumers say they’ve used self-service kiosks, 67% say the technology malfunctioned at checkout. The result is a familiar scene: Long lines for self-service that instead requires employee assistance to clear errors and troubleshoot failures. In many cases, the result is a longer wait time at checkout, which can become frustrating.
According to Eric Hilton, regional portfolio manager for North America at Zebra Technologies, shoppers want two things from self-service checkouts: speed and simplicity.
Eric Hilton Regional Portfolio Manager for North America, Zebra Technologies
“Let’s say it’s Sunday at the grocery store, and there are 15 people at the deli counter,” Hilton says. “If there’s a kiosk where I can quickly place my order and then come back, the store might get some revenue.” The faster customers can place orders or complete checkouts, the better for businesses.
Hilton also notes that kiosks must be simple enough to meet all customers where they are. “Kiosks must be able to provide service to customers in a way that works for them,” he says.
Retailers looking to upgrade their self-service systems may be searching for an ideal model that’s meeting customer expectations. The new Zebra KC50 kiosk is one such solution.
Comprehensive and flexible, this kiosk, which is built with the KC50 Android computer, is available in 15- and 22-inch display sizes and can be customized with peripherals such as light bars and scanners. The device is multifunctional, allowing businesses to display ads, provide interactive product information and operate a self-checkout smoothly. It also supports Contactless Payments on COTS, Mobile Payments on COTS and NFC (near field communication) payments. Store managers and administrators can also access the kiosk remotely to see firsthand what customers are experiencing so that issues can be addressed proactively.
This allows retailers to process many orders at once, and lets shoppers purchase more items faster. A frictionless checkout also makes a shopper more likely to return to the store.
To deliver consistent customer service over time, kiosks must have the most up-to-date technology possible.
“Security and software updates are more critical than ever,” Hilton says. “We offer a number of different methods, along with multiple mobile device management solutions to help monitor the device and check the status of its updates.”
Businesses that choose to partner with Zebra or CDW on this solution can also benefit from long-term support. “The kiosk family offers a 4+4 commitment,” he says. “This means four years of support while the device is actively sold, and four more years of long-term support.” The 4+4 model makes it easier for companies to add more kiosks or open new locations without having to test and validate a new generation of kiosks.”
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