Kiosk Success Factor #2

In this series of blogs, I will describe the critical success factors that make or break a kiosk system - the things that determine whether the kiosks make money, or whether they are just a waste of space. For each characteristic, I will give examples of live kiosk systems that, in my opinion, have got it right.

The second factor I’d like to talk about is attraction. Kiosks must attract users to them. Ideally, they will be immediately recognisable for the useful function that they perform. If they have this quality, then they have achieved iconic status. If they have yet to reach that ideal, then they must advertise their presence and function, and they must be placed where users can find them easily.

Attraction: the quality of arousing interest

In my last blog, I said that a kiosk must deliver benefits to the user that are immediately obvious. Let’s assume our kiosk system has that quality. It might still go unused if potential users don't see it, or if they see it but don’t perceive what it has to offer them. You probably have only a few seconds to capture the user’s interest before they walk on by. So, what can you do to grab their attention?

Locate it where your customers go and where the footfall is greatest. This is often towards the front or centre of a store, but for the particular people you want to attract, it might be next to something else they tend to buy or do. However, there are two pitfalls here. First, don’t make the mistake of obstructing passers-by. Secondly, don’t create a situation where your users feel that they are in other people’s way or that they have privacy - more on this in a later blog.

Brand the kiosk using colour and decals. If you’re deploying hundreds of units, then it may be worth having a kiosk designed to meet your specific needs that looks like no other. That way, when your system takes off, your units will have iconic status. If you’re not ready for a custom-designed unit, then it’ amazing what can be done with colours, decals and other branding add-ons.

Advertise the presence of the kiosk with signs and use the screen to display an 'attractor sequence'. This is just a series of messages, images and video that shout out: "come and use me". Be careful with sound though. You must avoid interfering with other business or annoying passers-by. You can go one better by mounting a second screen above the kiosk to run the attractor sequence. This has the advantage of not interfering with the operation of the kiosk (it can run even when someone is using the machine) and it is also up above the heads of the crowd - if you are lucky enough to have one.

Cluster several kiosks together so that they create a bigger impact. This also leads to a kind of critical mass that actually draws in more users. Nowhere has this effect been better demonstrated than by Fujifilm’s digital photo kiosks at Harvey Norman stores in Australia. If you can get a buzz going, with lots of users around a cluster of kiosks, then the crowd will attract even more people. You then have the really nice problem of ensuring that no-one has to wait long to use a kiosk.

Iconic Status is achieved when the kiosd becomes well-known for what it does. RedBox is a great example of this. As are the Jobpoint kiosks in UK Jobcentres. They have such a distinctive shape that they are immediately recognisable by anyone who has seen one before.