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Kiosks pick up where digital signage leaves off

May 20, 2019

Everywhere you look today, you can find digital signage being used to inform, educate and engage. The technology segment has been on the rise for years. In fact, MarketsandMarkets research reveals that the digital signage market is expected to reach nearly $30 billion by 2024, at a CAGR of 7.3%.

While that kind of growth is good, there’s a subsegment of digital signage that’s even more impressive—kiosks. Simply, kiosks are an enhanced interactive form of digital signage. Whereas digital signage is typically a display being used to push information to customers, kiosks add an interactive element. This interactivity can be accomplished via a touchscreen, keyboard, barcode scanner, a smart phone or other input device.

Market targets: transportation, healthcare and retail

Kiosks have a great ROI since they reduce labor costs and improve customer experience via engagement. Many sectors have caught on to the appeal of kiosks. Mass transit (airports, railway stations and bus terminals), retail, hospitality/hotels, restaurants, healthcare and education are all very interested in both basic digital signage and interactive kiosks.

The bottom line is the interactive kiosk market is expected to realize a CAGR of nearly 17% through 2022, according to a report by Technavio.

Common kiosk mistakes
If you’re interested in being a part of this growth by offering kiosk solutions to your customers, there are a few things to keep in mind. First, a kiosk shouldn’t just be a portal to a website. If customers wanted to access the information on a website, they’d do it themselves on their smartphones. Instead, a kiosk is an opportunity to provide additional value and information to customers.

For example, as retailers pursue omnichannel initiatives and increased engagement, a kiosk could allow customers to scan a loyalty card to access their shopping history. The kiosk could alert customers to on-sale items that match their past purchases. It could also allow customers to print out coupons—which are more effective when presented before checkout than after—and then provide in-store directions to the items on sale.

Another mistake to avoid with your kiosk solutions is not accounting for integration costs and time. The benefits of kiosks can only be realized if the hardware and software can tap into other sources of information. In the previous example, a customer can only access their shopping history if those records are stored somewhere and made accessible to the kiosk. Hotel self-service kiosks obviously need to access guest information. Self-ordering kiosks in restaurants need access to the menu and payment system. These integrations are what will make a kiosk solution soar or sink. Don’t underestimate integration challenges.

Luckily, Ingram Micro has a team of experts available to not only provide more information on traditional digital signage and kiosks, but to also provide help with complex integrations. If you’d like more information on how to turn kiosks into sales, contact Tom Jones, Ingram Micro’s pro AV expert.