card issuance kiosks
Instant
rewards
Retailers can excite and delight customers with
card issuance kiosks offering instant rewards
at the beginning of their in-store journey
By Paul Kobos, SVP Banking & Payments, Gemalto – www.gemalto.com
Rewards, right away is a powerful
message for consumers. Retailers that
can make that offer could make more
loyal customers out of guests, but the
message must be delivered in a way that
adds to shoppers’ overall experience in
retail locations.
Today, rewards are most often offered
to customers at the checkout through
loyalty programme memberships or
store-branded credit card programmes.
Those loyalty programmes require that
30 KIOSK solutions
customers apply and either take extra
steps to receive a card, or wait for one to
arrive in the mail before they can return
to take advantage of more rewards.
Retailers should consider that
changing the way loyalty offers are
delivered can improve customer
experiences and positively impact the
business’ bottom line. Kiosks advertising
loyalty programs, enrolling customers and
instantly issuing membership or store-
branded credit cards have the power to
delight customers, and add value to their
shopping experiences. All while increasing
loyalty sign-ups and decreasing risk for
retailers, which ultimately contributes to
increased revenue.
Experience is everything
Whether it’s eCommerce, in-store or
omnichannel the shopper experience is
always a top priority as customer emotion
plays an important role in ultimate
purchase decisions. That’s why asking
customers at checkout if they’d like to
apply for a store-branded credit card,
or other loyalty membership can often
be met with a brusque ‘no’. Shoppers
have already moved past gathering
information and evaluating their options
– they’ve made a decision and are trying
to leave the store. Injecting uncertainty
into that last step by giving shoppers
another choice to make isn't the best
way to encourage enrolment in loyalty
programmes.
Instead, that choice should be
presented at the beginning of the
customers’ journey. When a customer
walks into a retail location they’re still