Retailers turning to in-store digital kiosks to drive customer satisfaction
Natalie Steers
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Retailers are increasingly deploying in-store kiosks, blending the digital and real-world experience for shoppers and increasing customer satisfaction, new research has shown.

According to customer flow management (CFM) provider Qmatic, four out of five top retail decision makers see improved customer satisfaction as a potential benefit of linking customers to the most appropriately skilled sales or service person, with 36% stating this is now one of their key investment priorities.

The report Customer Flow in Retail also showed two in five respondents currently have projects underway to improve the way they link customers with the correct person or department.

Over three quarters of those, both with and without project underway, expect to see sales increase as a result, with 41% believing this will bring a more efficient and streamlined outcome, said the research.

Nearly half of those polled intend to use digital media to direct customers to the correct person or department, with 31% aiming to implement digital kiosks to assist customer choice, according to the survey. Additionally, a third of respondents have developments underway to introduce media screens in waiting areas.

CFM technologies encompass the entire customer journey from pre-arrival to post-serving including the provision of management information at every stage.

David Anahory, UK CEO at Qmatic said: “As the retail environment becomes increasingly competitive, retailers are looking to CFM technologies to improve on-premises sales, boost operational efficiencies, drive customer satisfaction, and enhance in-store interactions with customers.”

He added: “Our work with retailers such as Marks and Spencer, John Lewis and Vodafone points to the fact that today’s consumers are time poor and convenience is all important. How brands proactively manage the waiting experience and deliver on the brand promise by interacting with customers in a meaningful way generates measurable gains – including greater time spent in store, fewer ‘walk aways’ and abandoned purchases, and higher levels of shopper return visits – all of which add to the bottom line.”


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