Noticias de InVue

 
02.6.18

Tablet kiosks are adding a new dimension to the customer experience, but unlocking their full potential requires liberating them from their mount.

Los quioscos de tabletas están remodelando la forma en que los minoristas hacen negocios, agregando otro canal conveniente para que los clientes interactúen con las tiendas. Una encuesta de 2017 de 1,000 consumidores estadounidenses encontró que el 75 por ciento de los clientes minoristas dicen que tienen una mejor experiencia en la tienda si hay tabletas de autoservicio disponibles para su uso, mientras que la misma cantidad dijo que era más probable que visitaran una tienda si la tecnología fuera parte de la experiencia. Los compradores están utilizando esa tecnología para verificar precios, ubicar los productos que buscan, ordenar artículos que no tienen en la tienda y aprovechar promociones y descuentos. Al mismo tiempo, una minoría de esos consumidores dice haber visto esas tabletas en manos de los asociados de la tienda para ayudar en el proceso de venta. Entonces, obviamente, existe una oportunidad para que los minoristas maximicen los beneficios que están logrando con los quioscos de tabletas al repensar la forma en que se utilizan esos dispositivos.

La tecnología de las tabletas está cambiando una de las partes críticas de la experiencia del cliente minorista: cómo los asociados interactúan con sus clientes. Las tiendas físicas están comenzando a cambiar de marcha y a centrarse más en la experiencia del comprador en la tienda, especialmente a medida que el comercio electrónico continúa prosperando y el comercio móvil gana terreno.

The benefits tablets offer in a retail environment include an enhanced customer experience, higher speed of service, larger purchases and streamlined operations. Today’s consumers expect speed, mobility and efficiency in all that they do, including their interactions with retailers.

Retailers that stay at the forefront of these consumer expectations will not only understand their customers better, but capitalize on the wide range of opportunities tablets offer, whether as a tool for associates to share information with customers, ring up sales, locate products or perform other tasks. Incorporating digital technology into the shopping experience can have tremendous impacts in driving increased sales and customer loyalty.

But while traditional tablet kiosks do offer several benefits in a retail setting, there are some drawbacks to the fixed kiosk setup.

One of the main disadvantages is that because those kiosks aren’t mobile, they’re not always convenient for sales associates to use with the customer. In a situation where a customer and associate are using an “endless aisle” or demonstration application and they leave the kiosk to find a particular product, there’s a chance that customer will end up losing interest.

In addition, many traditional kiosks are fit-for-purpose tablets or displays that do very much just one thing. From the retailers’ perspective, they don’t always have the flexibility to generate a lot of unique content, change operating systems or add additional features such as payment processing or database lookup, all which will further engage the customer and improve the experience.

“When a retailer is looking at a kiosk, they want a system that is flexible enough to use different types of commercial tablets, incorporate a variety of content and add peripherals such as card readers, scan guns and the like,” Sankey said.

They also want a unit that is easy to use, adjusts for height, and swivels back and forth so it aids in a conversation with a customer instead of being a hindrance. And ultimately, those devices need to incorporate the ability to quickly and easily detach from their mounts while retaining their usability.

With the addition of mobility, the associate can take the tablet with them as they walk with the customer, allowing them to have the information they need at their fingertips.

“Entonces, cuando esté listo para dar el siguiente paso, tal vez caminar con el cliente para mostrarle el producto que le interesa o completar una demostración, la capacidad de hacer una transición rápida de un sistema de quiosco fijo a un sistema de punto de venta de tableta herramienta se vuelve muy importante ”, dijo Sankey.

“A kiosk system that enables that transition to quick mobility is the way businesses will improve the customer experience,” Sankey said. “By enabling that ability, associates can take the tablet with them as they walk through the store with the customer, introduce them to new products and process transactions quickly, increasing sales in the process.”

Esa capacidad de hacer la transición del quiosco a una herramienta de ventas móvil abre la puerta a funciones adicionales que hacen que el dispositivo sea fácil de manejar para los asociados. Estos pueden incluir correas para las manos y / o hombros y armazones diseñados para caber fácilmente en la mano del asociado. Y agregando un lector de tarjetas y permitiendo que la tableta funcione como un sistema de punto de venta de tableta , las empresas pueden eliminar las filas en la caja, aumentando las tasas de conversión, reduciendo el abandono del carrito y, en última instancia, aumentando la rentabilidad.

Although having the ability to detach a tablet from its mount opens the door to a variety of selling opportunities, it creates a number of issues as well. Paramount among those is security. Having the tablet undocked from its mount means anyone can pick it up and walk away. Knowing who undocked the tablet from its mount can be a key part of keeping track of the device.

In addition, in a commissioned-based environment where several associates may be using the kiosk, it’s important to be able to track what transactions were conducted by
each associate.

InVue’s CT300 tablet kiosk solution, for example, features rapid undocking using InVue’s exclusive CT Key technology and software-controlled auditing features, monitoring who undocked the tablet. The CT300 includes two USB 2.0 ports to support peripherals and data connectivity, and can accommodate 8” to 13” tablets.

La unidad también está diseñada con un marco ergonómico y una correa de mano para un uso móvil sin problemas. Pero la seguridad se extiende más allá del simple seguimiento de la tableta cuando está desacoplada; también significa mantener la unidad en funcionamiento cuando está conectada al soporte.

“We talk a lot about customer experience and assisting those customers, but we also want to address those customers who want to be left alone,” said Skip Hinshaw, VP of Commercial Solutions at InVue. “You want a kiosk system that provides for rapid mobility, but is still secure enough to be left unattended.”

To address those issues, the CT300 keeps its tablets locked down and powered up, charging both the tablet and peripherals such as mobile payment terminals when attached to the stand. Cables and power connections are hidden to prevent tampering. In addition, the CT300 can withstand up to 200 lbs. of force.

While the security, flexibility and quick mobility of the InVue solution are important, though, what’s equally as important is the customer experience those components come together to create.

“What we’re seeing more and more is that the interactive experience of the customer and technology is critical,” Hinshaw said. “That ability to have a kiosk go mobile quickly
and seamlessly enables the associate to have that interactive experience with the technology and the customer, keeping them shopping in the store instead of having them go elsewhere.”

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