Using digital signs as "bait"

The Self-Service & Kiosk Association has a neat little article by Margot Myers, the manager of retail in-store programs for the U.S. Postal Service, who talks about using digital signs as a way to lure customers to the self-service kiosks found in some post offices:

One of our challenges is to improve the customer experience in more than 32,000 retail locations.

A second opportunity is to redirect customers and actually change customer behavior. Part of the long-standing tradition of how customers behave in our retail space is that many are totally focused on getting in the full-service queue and getting served as quickly as possible. That sounds reasonable. But what if there are 10 people in line and all you need are some stamps? Can digital signage help change customer behavior and redirect them to the Automated Postal Center (APC), a fully automated kiosk that not only sells stamps but also allows customers to mail packages?

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The Post Office Channel had a positive impact on redirecting customers to in-store self-service options. Customers who saw the Stop and Turn screen were more likely to use vending (8.7% vs. 6.5%) and the APC (7.4% vs. 3.4%).

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We also tracked revenue changes in the test sites as compared to alternate access locations within a five-mile radius. We measured customer awareness of the availability of alternate access locations before we installed the digital signage and again post-installation and found that awareness rose by 22 percent. Revenue from stamp sales declined at the test sites and increased at alternate access locations within the five-mile trade area, indicating that customers were getting the message that they did not have to come to the Post Office to complete a simple transaction such as buying stamps.

Given the number of existing self-service applications out there, I'm really surprised that more people aren't inclined to use digital signs to promote them. We've been running an instant credit application program in furniture stores for a number of years now, and we've definitely seen a big difference between the units that have top-mounted digital signage and those that don't, though I don't have the exact data at my figures. One thing I do know: digital signs that promote self-service kiosk applications don't work right by the store entrance. We suspect right now that it has to do with the "decompression zone" concept that Paco Underhill describes in Why we Buy: The Science of Shopping. Whatever it is, though, we now know enough not to have the signs -- or the kiosks, for that matter -- perform much better when located inside the store rather than close to the entrances.


Tags: digital signage, self-service, kiosks

The Digital Signage Show makes much-anticipated industry debut

Much anticipated? By whom? Still, I read it in a press release, so it must be true. As it notes:

"The Digital Signage Show debuts in 2008 at KioskCom Self Service Expo in Las Vegas, Nevada. Both shows will be co-located at the Mandalay Bay Convention Center from April 16 – 17, providing attendees with access to like-minded colleagues and thought leaders, new technologies, forums and case studies.

"'The Digital Signage Show is debuting after extensive research over the last 12 months, including meeting with industry leaders, companies that have deployed digital signage initiatives, current attendees and digital signage exhibitors. It became clear to us that our attendees made the final decisions on digital signage purchases, and they requested that we enable them to meet with more of these suppliers by bringing them to the event,' said Lawrence Dvorchik, General Manager, KioskCom Self Service Expo and The Digital Signage Show. 'They are excited about now being able to fill their short list of suppliers and address all of their buying needs under one roof at one time.'

I'll be honest. I really, really, really hate trade shows. I don't like attending them and I don't like exhibiting at them. The return on investment for all parties is questionable at best, and as a source of research and information, even the best trade show will pale in comparison to some heavy-duty research on the web and a couple of well-planned day trips (and if you're the customer, you can usually get the vendor to come over for free, and on your schedule). However, I've been to a number of "The Kiosk Show" shows in the past, and they're fairly well done. The audience is reasonably-well qualified to keep out the riffraff and hobbyists (though some always slip through anyway), and traffic is typically high enough to keep you busy (as an exhibitor), but low enough that well-qualified attendees feel comfortable talking for a while if they want to.

I agree with Dave Hayne's take, though. Do we really need any more of these things? There's already DSE, a bunch of Strategy Institute conferences, more conferences by IntertechPira, an existing slate of kiosk shows, GlobalShop, NRF, Infocomm, etc., etc. I'm thinking of getting out of the software business and starting a calendar of digital signage-oriented shows and events, since there must be a lot of money in it.

Tags: digital signage, trade show, kiosks

Netkey raises funds to buy stuff, PR says they're awesome...

... And hey, who am I to question a press release from a (now) digital signage company? I mean, they're always up-front, honest and free of hype, right?

According to the release they needed some extra cash to purchase Webpavement, and it's possible that they plan on making a few more acquisitions in the near future. Normally this wouldn't even merit a blog article, but as is typical, hyperbole got the better of the company and they decided to include this gem from the CEO:

Our leadership position has been enhanced being the only company offering customers end to end solutions comprised of both kiosks and digital signage.

Apparently this guy and his staff haven't yet mastered the skill of spending 30 seconds on Google to do a bit of competitive research. Am I annoyed because WireSpring makes software for kiosks and digital signs, and has been for over 7 years now? Sure. But also because there are literally dozens of other companies that do as well, and I guarantee you that Netkey knows about a lot of us.

While I personally don't care if Netkey claims their software is made from unicorn hooves and can cure cancer, in an industry already overwhelmed with unsubstantiated claims and viewed with skepticism by advertisers and analysts, insipid and obviously incorrect statements like this just make all of us look bad.

But we all know that for many companies, press releases aren't about being honest or forthcoming. They're about embellishing and stretching the truth as much as possible before a bunch of people get cranky and start writing about it on the web. So in that case, mission accomplished, Netkey. Nicely done.

Tags: Netkey, digital signage, kiosks

Germans combat DWI with pee-powered interactive digital signage

Could I make this stuff up? We've all seen/heard about purely non-interactive digital signage in public restrooms before, but I've never heard of anything like this (courtesy of Brand Experience Lab, and originally from Adfreak).. I would love to have been in the initial strategy meeting, which may have gone something like...

German Public Service Guy: We're having a big problem with drunk drivers leaving the pub at 4am and getting into car wrecks.

Saatchi & Saatchi: We can certainly help you with that.

GPSG: We need something really great, really catchy -- something that will grab a person's attention and make them realize what they're about to do. Like that "Think Different" campaign you did for Apple.

S&S: Um... that was TBWA\Chiat\Day

GPSG: Oh. Well, just do what you did in those Volkswagon commercials. Germans love Volkswagons, you know.

S&S: No, that was Chiat Day again.

GPSG: Ah. Well, what have you done lately?

S&S: Well, we did Lovemarks. That was a big success. Lots of mindshare. Tons of press.

GPSG: No, Lovemarks doesn't sound like it will work with a bunch of drunk guys in a pub. What was the name of that other agency you mentioned?

S&S: No, wait... it's coming to me... guys... pub... booze: I know! An interactive video game played on LCD screens in pub bathrooms and controlled by a stream of urine.

Other S&S Guy (you know, the quiet one who never says anything and nobody's ever quite sure why he's there): Brilliant. Massive ROI, just massive.

There's no talk of how they'll be measuring the performance of the screens, but at least we know it will be easy to measure viewer engagement.

Tags: digital signage, kiosks