80 Size Bases
Top Tips for Kiosk Success
Ron Hughes, senior manager of shopper strategy and innovation
with The Coca-Cola Co., dishes on his top tips for making the most
of kiosks in the grocery aisles.
• Place solutions in high-traffic areas. Retailers should consider
placing kiosks and other self-serve solutions in well-trafficked
areas of their stores to increase browsing and exploration.
• Offer customization. Hughes has found that customizable
self-serve solutions, such as ones that offer the ability to change
merchandising contents by daypart, can be very successful.
Shoppers also seek dynamic solutions tailored to their individual
needs. New technologies now permit the development of
customized marketing solutions, with unique inspirational content.
• Make decisions easy. Shoppers are finding new value in retail
experiences that reduce decision-making challenges by offering
curated collections of goods. A limited selection creates lifestyle-based collections through adjacency, relevancy and coincidence—
and is a reflection of the editing intelligence of the brand.
• Provide an experience. Companies must make sure they are
using kiosks as speed bumps that get shoppers’ attention with
stories that make the product and shopping more enjoyable. They
must stimulate the senses and provide cues that help shoppers
anticipate an enjoyable eating/drinking experience. And they must
trigger shopper behavior with merchandising that indicates what
companies want customers to feel about the product.
and offered predictions for 2018 in a blog post with similar
insights. Among the hottest topics on its radar: customer
personalization, which is poised to be a major driver of
kiosk development in 2018. Retailers will find success in
integrated personal shopping experiences that have been
“woven into the fabric of the store,” the blog says, which
plays into the growing overlap between brick-and-mortar
and e-commerce grocery shopping.
“This is where point-of-purchase displays
come into play. In-store displays, particularly
interactive kiosks, act as a medium between
digital merchandising and a brick-and-
mortar retail,” Frank Mayer officials wrote.
“Companies will be looking to connect the
convenience of online shopping with the
physicality of the in-store experience.”
Additionally, connecting with a new gener-
ation of shoppers through personal empow-
erment is slated to be a significant trend.
According to Frank Mayer officials, today’s
grocery shoppers prefer self-service options,
and offering services such as self-checkouts
can be an advantage.
The Arctic Coke