Self-service units like kiosks are gaining a lot of popularity as a marketing tool. With people already familiar with self-service tools—foremost of which is the Internet; another are ATMs—using kiosks for your marketing has a good chance of racking up strong consumer attention and interest. However, before you go out and shop for a kiosk, here are a few mistakes you’d need to keep in mind. That way, you’ll be sure to keep from making them in the future:
The wrong location
Location matters a lot. It has to be strategic, so your unit gets to see a lot of foot traffic everyday. On the other hand, it also needs to be a spot where customers can use it comfortably enough, without being interrupted by the crowd or the constant movement in the foot traffic.
The wrong design
You need to know what you’re going to use it for. You can’t haphazardly choose between an indoor and outdoor kiosk, only to find out later that you didn’t get to order the right one. So get it right the first time. Know your purpose in buying a kiosk and let that information influence your buying decisions and final choice.
Not enough instructions
To improve user experience and user adaptation, don’t forget to provide helpful instructions with the kiosks. That’s going to encourage more users to engage with your kiosk.
Bad design
Using a touch screen kiosk design is a popular choice. Touch screen technology is familiar and thus invites user adoption. So go for familiar designs instead of forcing your consumers to engage in a tedious step-by-step process, one that’s sure to drive them away.
Zero IT support
One of the reasons your kiosk marketing could fail is the lack of an IT support, says Business 2 Community. If your unit breaks down, it’s important that you have someone to manage the repairs. While you don’t necessarily need people to man the unit, you’ll need someone to regularly check it out to make sure it’s always in good working condition. If you don’t, it could break down with your company none the wiser, leaving you with no way to reach consumers. So assign an IT support team to make sure somebody knows how to maintain and take care of the machines.
So if you’re thinking about adding kiosks to your roster of marketing tools, go for it. Just make sure to avoid these pitfalls and you’ll do fine.
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