As prospects for certain classes of kiosks dim, the future of automated retail has never looked brighter.
A fork in the road for traditional kiosks
Traditional electronic kiosks have gone the way of ubiquity or obsolescence.
Some kiosks drew too much traffic, requiring busy individuals to wait in line. Financial services solved this problem by scaling up–there are now nearly 500K ATMs in the US. Airlines solved this problem by bulking up–there are now commonly dozens of ticket dispensers in airport check-in lines.
Other kiosks drew little traffic, yielding added space and maintenance costs. As a result, kiosks providing entertainment, health and beauty information have diminished in mass merchandise retailers like Walmart and Target.
CPGMatters writes that Diageo is increasingly working with its retailer-customers on shopper marketing programs, especially to better understand how consumers shop the spirits category in the store.
“People are on autopilot when they’re shopping for, maybe, bread or other grocery staples,” said Shawn Fitzgerald, Diageo’s director of shopper planning. “But [spirits] are a more engagement-oriented shopper experience.”
“We had a tendency to focus on the big events, Fitzgerald added. “But the reality is that those occasions are the minority of the occasions. There are a lot of other, more frequent occasions that happen throughout the year.” Continue reading