Kiosk marketing refers to the use of interactive kiosks to deliver marketing messages, promotions, product information, and more to customers. Kiosks come in many shapes and sizes but generally are standalone stations, often with a touchscreen interface, placed in high-traffic public areas like malls, airports, hotels etc.

According to the trade organization Kiosk Association, there are over 1 million kiosks currently deployed globally across various settings from retail stores to government offices. The interactive kiosk market is projected to grow at a CAGR of 5.3% from 2022-2027 as per ResearchAndMarkets.com, driven by rising demand for self-service technology and customization.

Kiosk Marketing
Kiosk Marketing

Some key benefits of kiosk marketing include:

Increased Brand Visibility

Kiosks stand out and attract attention in public spaces compared to traditional print ads or billboards. Their interactive touchscreensbright displays and engaging content effectively grab consumer focus. Studies show that 70% of buying experiences are determined by how a customer feels they are being treated so kiosks can favorably influence perceptions.

For example, Intel deployed experiential kiosks for footwear brand Merrell across 20 U.S. stores, driving 2x higher brand recall compared to in-store displays.

Flexibility

Kiosks can be customized to deliver any type of media, content or interaction. This allows brands to tailor experiences to specific locations, audiences, campaigns and objectives as needed.

For instance, kiosks in a tech convention hall can highlight product demos while airport kiosks focus on duty-free promotions. Seasonal kiosk campaigns are also popular – McDonald’s McCafe photo kiosk generates holiday cheer annually.

Lead Generation

Kiosks provide an easy way to collect customer data including emails and phone numbers for future marketing. Offering a promo codefree gift, or sweepstakes entry in exchange for contact details can effectively generate leads.

Per Intel, their interactive Merrell in-store kiosks drove over 5X more leads captured compared to traditional display units.

Enhanced In-store Experience

Kiosks deliver an interactive way for shoppers to explore brands and products that goes beyond static brochures or aisles of items. This builds engagement and educates customers on offerings they may have otherwise overlooked.

For example, Sephora’s Virtual Artist kiosk lets shoppers digitally try on makeup without assistance which can boost conversion rates by 30%.

Types of Kiosks

There are many varieties of kiosks used in marketing, tailored to different business needs. Some popular options include:

Interactive Product Displays

Product display kiosks allow potential customers to preview items or dig deeper into offerings through vivid touchscreens and visuals. They work well showcasing tech gadgets, furniture catalogs, auto models etc.

For example, Audi’s interactive product experience kiosks enable buyers to configure their perfect car. Customers can change exterior colors, interior upholstery, wheel styles and more to visualize options. This builds brand engagement and drives purchase intent.

Wayfinding/Directory Kiosks

Interactive wayfinding kiosks provide building directories and maps to guide visitors to desired destinations like stores, facilities or events.

Malls and airports often have wayfinding kiosks that allow searching for locations. On-campus kiosks similarly help students navigate to classes. Adding campus tours or special offers makes these informational kiosks more engaging.

Ticketing/Check-In Kiosks

Self-service ticketing or check-in kiosks minimize wait times for entry into concerts, theme parks, trains and more. Rather than queueing for manned booths, visitors can collect printed or mobile passes quickly.

For example, TixTrack develops custom kiosks for venues of all sizes to optimize gate throughput. Their clients see up to 80% faster entry with kiosks.

Payment Kiosks

Integrating secure, automated payments expands a kiosk’s capabilities beyond advertising. Self-pay kiosks enable quick transactions for food orders, parking fees, retail purchases and other on-the-go needs.

McDonald’s, Walmart and other chains now have self-order kiosks with built-in payment processing. This cuts service costs while providing a convenient customer experience.

Survey/Research Kiosks

Brands often place kiosks in high visibility locations to conduct market research via interactive surveys. These gather visitor insights, reviews or product feedback to inform branding, merchandising or location strategies.

For example, malls may have shopper survey kiosks to identify new brands customers want to see. Museums may gather exhibit feedback for improvement.

Promotional Kiosks

Promotional kiosks build awareness of new products, special deals or brand initiatives. They commonly offer free samples or coupons to incentivize engagement.

For example, SmileMakers creates custom product sampling kiosks for brands wanting to launch items. Their smart kiosks track how many samples are dispensed to measure campaign success.

Best Practices for Implementation

Rolling out an impactful kiosk marketing program requires careful planning and execution across many facets:

Kiosk Design and Hardware

The physical kiosk unit and interface must attract attention while remaining user-friendly. Most units have a touchscreen as the primary input but can support other modes like keyboard/mouse.

Ergonomic factors like screen size, tilt, brightness and accessibility must be considered so users of all heights and abilities can engage comfortably. Major kiosk vendors include Olea KiosksFrank Mayer, and KioWare.

Software and Content

The software powering the kiosk must deliver engaging, interactive content that aligns to campaign goals. This can range from 3D product visualizations to gamified quizzes. Having an expert kiosk software developer on board is crucial for bringing concepts to life smoothly. Leading software vendors include Four Winds Interactive and KioWare.

Location Selection

Placement is critical for kiosk visibility and usage. High foot traffic spots like mall walkways or transit stations enable capturing many consumers. The audience demographic and tech-savviness at each location also impacts results.

Kiosk network operator IntuiLab provides retailers insights on the best sites to deploy kiosks nationwide based on deep analytics. Sites should have ample space for multiple people to interact simultaneously.

Performance Tracking

Robust analytics measure campaign effectiveness and identify usage trends. Metrics like dwell time, repeat visitors, units sold after use etc. help gauge shopper engagement.

Integrating sensors to record foot traffic patterns coupled with software tracking provides a 360-degree view. Analytics inform location tweaks, content changes and future deployments.

Ongoing Maintenance

Kiosks endure heavy public use so proactive maintenance is a must. From cleaning touchscreens to ensuring proper ventilation, preventative upkeep minimizes glitches. Having an on-call support team immediately address issues like power outages or damaged parts is also vital to maximize uptime.

The Power of Kiosks

Kiosks deliver unique advantages over other marketing channels that make them a versatile awareness driver when used strategically.

Unlike print ads or TV commercials which push static information out, kiosks enable two-way engagement via interactivity. Shoppers digest richer product details on-demand instead of absorbing quick soundbites.

Versus radio and online ads, kiosks have a captive audience given their placement in high-dwell spots like transit hubs or storefronts. This drives more focused attention compared to distracted listening or banner blindness online.

Finally, kiosks generate many more touchpoints and longer exposure than flyers. Users spend over 5 minutes interacting on average rather than quickly glancing at a brochure. Gamification keeps visitors immersed far longer than print can.

For brands wanting a cost-effective marketing portal with mass reach, kiosks check all the boxes. Their versatility across locations, digitally-integrated features, and ability to engage customers directly make kiosks a staple touchpoint that should be in every growth-driven marketer’s playbook.

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