As the retail landscape continues to evolve, the gap between online shopping experiences and in-store customer service in large big-box environments is becoming increasingly apparent. Customers who have grown accustomed to the personalised, convenient, and informative experiences online often find themselves frustrated when faced with limited staff availability and lack of guidance in physical stores. To bridge this gap, retailers must consider innovative solutions like self-service kiosks, which not only enhance the customer experience but also streamline operations and reduce costs.
In large big-box stores, customers are often left to navigate complex product offerings with minimal assistance. Whether they are selecting the right paint for a home renovation project or searching for the perfect tech gadget, the lack of readily available staff and the overwhelming variety of options can lead to decision fatigue and dissatisfaction. According to the “Adaptive Retail Report 2024,” customers increasingly expect a seamless and personalised experience across all shopping channels. However, only 9% of consumers are satisfied with their in-store shopping experience, highlighting a significant opportunity for improvement (Source: IBM Institute for Business Value – 2024 Consumer Study Revolutionize Retail with AI Everywhere)
To address these challenges, retailers can implement self-service kiosks equipped with AI-driven technology that provides real-time information, product recommendations, and personalised experiences. As discussed in the report “Frictionless Retail: The Future of Shopping (PWC),” these kiosks can reduce friction in the shopping journey by allowing customers to access the information they need without the need for staff intervention. This not only improves the shopping experience but also helps retailers gather valuable data on customer preferences and behaviours, which can be used to further refine and personalise the in-store experience.
While mobile apps can enhance the customer experience by providing personalised, on-the-go information, it is unrealistic to expect every customer to download and regularly use an app for each retailer or brand. Recent data shows that 25.3% of app users abandon an app after just one day, with retention rates dropping sharply to only 5.7% by day 30. (Source: Appsflyer.com – App Retention Benchmarks) Self-service kiosks provide a universal solution that doesn’t require app downloads, making them accessible to all customers.
Many brands already possess the IP and content from their websites that can seamlessly be integrated into self-service kiosks. This allows for a consistent brand message across both digital and physical platforms, making it easier to provide detailed product information, tutorials, and promotional content directly at the point of purchase. This integration not only enhances the customer experience but also maximises the utility of existing digital assets.
Personalisation can help customers quickly find the right product, provide recommendations based on their preferences, and even suggest complementary items. The IBM Institute for Business Value’s report “Revolutionize Retail with AI Everywhere” highlights that consumers are eager to use personalisation to simplify their shopping journey, with many expressing a desire for AI-powered tools that can assist with product research, deal-finding, and issue resolution (Source:EY Three Ways to Stay Connected to the Increasingly Independent Consumer). By implementing in aisle kiosks, retailers can meet these expectations and create a more engaging in-store experience.
Interestingly, a significant number of customers are already using their smartphones to access the web while shopping in big-box retailers, trying to bridge the information gap. A study by PYMNTS found that 60% of shoppers use their mobile devices in-store to compare prices, read product reviews, and search for additional information before making a purchase decision (Source: Radixweb.com – Mobile App Usage Stats). This trend underscores the necessity for in-store solutions like kiosks that can provide immediate, accurate, and brand-specific information without requiring customers to leave the shopping experience.
In addition to enhancing the customer experience, self-service kiosks can serve as powerful advertising tools at the point of purchase. Research indicates that 60% of purchasing decisions are made in-store, underscoring the impact of well-placed digital signage Kiosks can be used to display promotions, highlight new products, and upsell complementary items, all while the customer is actively making purchasing decisions. (Source: Radixweb.com – Mobile App Usage Stats). This dual functionality increases the ROI of installing kiosks by combining customer service with direct marketing.
