Kiosk Solutions Issue 18 - Page 45

opinion create digital parity in ways that actually produce less friction than asking a consumer to pull out their phone, log-in, select the app, and figure out what part of the app they want. Yes, that’s the state of customer tolerance for friction. Common reasons for pilot fails Infrastructure WiFi isn’t strong enough, the Internet isn’t fast enough, electricity isn’t grounded, the catalogue doesn’t consider in-store only products, there aren’t enough images and engaging interactions. These reasons and more are important foundations you must invest in before being able to execute innovative pilots. Compromises 2 So often an intrapreneuer starts with a great idea, an amazing user-flow. And then what happens is through weeks of debate and compromises, the final product that launches is really a shadow of the initial idea, and creates a use-case that’s so niched its applicability is very, very small. Beware! Hold to your principles. 1 endless aisle kiosks or an interactive dressing room mirror, right? 79% of people waiting in line abandon the line if the waiting time seems like it’s seven minutes or longer. Never lose a sale, give your customers the option to skip the line and head straight for a self-service checkout kiosk. When determining what these moments of friction or opportunity are and how to tackle them, don’t try to boil the ocean. Focus on the top 3-5 customer journeys and apply a weighted system of analysis based on the volume of customers or the value of those customers and go from there. Mobile isn’t just about phones Did you know that mobile phones aren’t actually mobile? Think about it. They aren’t mobile, humans are mobile, and phones just happen to be small enough for you to carry around, so for the majority of the day your phone is within six feet of you. When you’re using a mobile device, it’s yours, it’s personal, your head is down, and you aren’t interacting with the envi- ronment around you or other social cues. When you’re using a retail public com- puting option, like a touchscreen kiosk, a digital storefront, or an interactive smart mirror, your head is up, you’re interact- ing, listening and looking for social cues. You’re aware that it’s a shared technology device, not yours alone. For these rea- sons, increasing percentages (60% plus) of shoppers are expecting and desiring interactive experiences in-store today. There’s also some more grease when it comes to mobile. The digital strategy of reaching customers from 2010 to 2015 was building an awesome native mobile app. The challenge is this pesky stat that keeps resurfacing – zero. Zero, is the amount of new native applications the average customer downloads a month. What’s more is when ‘beacons’ was the idea du jour customers all of a sudden were slammed with notifications on the apps they downloaded. So much that when customers received a second unsolicited notification within 30 minutes the chance they deleted the app forever went up by 300%. So now, increasingly, brands are realising they need to focus on digitising their in-store experience to Associates don’t care If your technology doesn’t make your associates feel like absolute heroes, it’s not going to do well. This means it has to make them both 10x more effective and be 10x easier to use. That’s a touch bar, but many of the most successful brands out there test their technology with associates as first-class citizens and users of the tech along with customers. 3 Time Horizon Perhaps painfully obvious, many less-sophisticated pilots are expected to be sure-things and easy wins. Treat the pilot as a test, and realise that when you launch, that’s the halfway point and that the subsequent testing and fine-tuning will be the difference between success and failure. n 4 KIOSK solutions 45