opinion : physical vs virtual retail
45 % jump in annual profits earlier this year and adding to its 800-store estate with 38 new store openings across mainland Europe in 2015 , the retail giant is reaping the rewards of a sound strategy underpinned by working with the leading brands , and supported by early adoption and investment in digital technology .
JD was already using kiosks in 2013 , but sought our expertise to design a kiosk from the ground up that mirrored its brand perfectly . One size-fits-all , generic metal boxes with a small screen in the middle have no place in modern store design and are the antithesis of the bespoke solutions . JD has embraced including huge media walls , point-of-sale kiosks and a slim mirror kiosk that have been incredibly well received .
Shoppers can use the intuitive touchscreen to browse the entire range of products and tap the screen to turn the display into a mirror . They can then take a picture of themselves in their
" Bricks and mortar is still king for many customers "
prospective trainers or t-shirt and then upload to Instagram or Snapchat
The kiosks have the facility to transmit customers ’ Tweets and pictures to the video walls in the store , and you get a genuine sense of interactivity and the buzz of immediacy throughout .
One of the key hallmarks of online shopping is speed and convenience – there ’ s no queuing . Having multiple transactional kiosks that allow customers to purchase goods is one way of looking to match this . But making the experience of waiting in line less tiresome using interactive video walls and video floors is another way of addressing this .
Getting the sale there and then , without a customer walking out of the store and merely ‘ showrooming ’ before purchasing elsewhere online , is one of the key objectives of point of sale kiosks . Having the ability to view and order the entire catalogue on kiosks doesn ’ t just present customers with one of the key draws of online shopping , it also allows retailers to drive efficiencies .
A positive solution With commercial rents ever-increasing , being able to hold less physical stock , while still showcasing the full range of products , gives businesses the chance to make savings in their estate by opting for a smaller store . Smaller stores can mean fewer staff , but technology also allows roles to be repurposed .
Point of sale kiosks actually free staff to be able to discuss purchases and offer the helpful insight and human interaction that technology can ’ t provide . And it ’ s in blending the human with digital where the high street can triumph over online shopping . A store that comes to life and immerses the customer in the brand at the potential point of sale , through both first-class customer service and technology , offers an immersive experience that stacks up well against , and arguably betters , the classic online shopping transaction .
Bricks and mortar is still king for many – customers want to be able to pick up and experience products in person before purchasing , especially when it comes to clothes and footwear . The next stage is the use of smart sensors and facial recognition technology in kiosks to deliver an increasingly personalised shopping experience . Tracking shoppers ’ moods and behaviours – so when they ’ re standing in front of an advert or a kiosk we ’ ll get valuable insights on their mood , gender , size , and age . And technology that can recognise the logos on trainers as customers walk through the store is just around the corner .
All of this data can be used to generate personalised adverts , offers and content , enhancing the in-store experience for consumers and driving sales for the retailer . Omni-channel retailing is here to stay and businesses that fail to cater to customers ’ expectations for a seamless blend of in-store and online shopping will fall by the wayside . n
26 KIOSK solutions