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December 6, 2011

11

Keys To Customer Catching Kiosks

by Kristi Waterworth

It only takes 16 seconds for a customer to decide if they are going to stop and examine your product.  With such a small window of opportunity, a successful kiosk must be interesting and organized so that customers can take in as much information as possible with a single glance.  Even though signage is a vital asset, it takes more than just words to stimulate customer imagination.

The Five Senses

Shoppers buy with all of their senses.  A kiosk allows you to engage your customer from afar, so you should do as much as possible to catch their attention.  Carefully chosen moving displays or unusual lighting will turn heads.  Mild, concentrated audio can also draw people in.  Products should be able to be touched and held within reason.  Food kiosks often have the benefit of products that provide opportunities for taste and smell.

 Declutter Your Kiosk

The best thing you can do for your kiosk is to declutter and organize.  Customers will not respond to items that are scattered in your kiosk without any rhyme or reason.  One of the advantages of kiosks to customers is quick access to products they might otherwise have to go inside a larger department store to purchase.  Optimize their time spent at your kiosk by keeping it tidy.

 Change Your Displays

Change in life can be overwhelming, but it becomes an attraction for your kiosk.  Rotate your displays weekly to show off different products — shoppers will come back to see what’s new.  Stale displays fade easily into the background in busy places like malls, trade shows and open markets.  Developing a reputation for using unique props will make your kiosk a regular stop for shoppers.

 Don’t Forget the Guys

Even if your driving demographic is women, don’t forget the men.  Men respond differently to shopping than women and often become overwhelmed with too many choices.  A kiosk is the perfect place for a man who is seeking a quick purchase because browsing is minimal and the product choices are focused.  Organize and clearly label items men are likely to purchase so they do not have to spend much time searching or they may become frustrated and head to the competition.

 Five Tips for Better Kiosk Displays

Kiosk displays contain the same elements as other retail displays, though in a much more compressed environment.  It is crucial, then, that you take great care in creating them.

 – Accent Your Products with Light: Use small spotlights or lighted bases to draw attention to themed or seasonal items.  While overall lighting is important, harsh lighting will cause your merchandise to visually collapse, making it virtually invisible.

 – A Little Kitsch Never Hurt Anyone:  Often the most successful displays are over the top.  Retail stores have more space for turning boxes of soda into sculpture, but your products may lend themselves to creative stacking.  Create kitschy displays using a single type of product so customers don’t have to inquiry about individual prices.

 – Color Grabs Attention:  Use warm colors like reds, oranges and yellows to create a cheery atmosphere.  If you are selling products for relaxation, choose cooler colors in greens, blues and violets.  Color can influence the way customers view products as well.  Black backgrounds make lighter colored products appear richer and more brilliant.  White backgrounds make dark colors bolder and deeper.

 – Keep Your Shelves Stocked:  68 percent of Americans will leave a retail store if they encounter empty shelves.  A kiosk can be seen from all angles before a shopper is completely engaged.  Do not allow your kiosk’s visible stock to get low, restock as often as possible.

 – Customers Must See Merchandise:  This may sound obvious, but merchandise should be able to be seen at a glance.  Too much merchandise creates visual chaos, confusing even the most determined shopper.  Ensure that each item for sale can be seen and is not covered or hidden by another.  Boxes of assorted small items, even if they are labeled, are never a good idea.  In a kiosk, you can keep extras behind the sales area instead of displaying several of the same item at once.

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11 Comments Post a comment
  1. sweetness
    Jan 27 2012

    This was helpful, thank you.
    Very great points made that actually work and can easily be applied.

    Reply
  2. Shawn
    Jan 17 2012

    My experience has taught me that besides having a great product and visual displays, it is also important to have good employees that are consistently driving sales

    Reply
    • mer84
      Jan 18 2012

      That is very true as well. You need good employees that are very personable, can think on their feet and tailor what they say to potential customers and find out exactly what their needs are.

      Reply
      • sweetness
        Jan 27 2012

        The success of the cart/kiosk business really depends on the employees.
        I am a very firm believer of that.
        Yeah you might have products that “sell themselves” but the employees are the ones that push.

  3. Dana Hugh
    Jan 17 2012

    If you are looking for a bespoke kiosk and want to have a lot of involvement with the design of the kiosk, it is better to choose a company to work with who is able to meet with you on a regular basis. This ensures that you get the kiosk that you want, because you are at the front of the decision making every step of the way.

    Reply
  4. Aljin Bravo
    Jan 11 2012

    Great aspects. Broad but simple.

    Reply
    • mer84
      Jan 13 2012

      Sometimes simple is best. 🙂

      Reply
  5. Katherine Mackay
    Jan 11 2012

    This is awesome, it works for me! Big help not forgetting the guys section. In addition we might add a practice of perfection in maximizing style and always in fashion that match in our kiosk products to attract customers. Knowing/Researching a right season, holidays or any celebration is perfect idea for themes too. 🙂

    Reply
    • mer84
      Jan 11 2012

      great! you should reply back with pictures sometime and show us what you’ve done!

      Reply
      • Katherine Mackay
        Jan 11 2012

        Oh I would love too! Very excited with the coming Valentines Season. Coming from your article and a little spark of imagination… definitely soon. Thank you!

      • mer84
        Jan 13 2012

        Oh, awsome! At some point I would like to add a section for our readers onto here.

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