16
EPoS,IN-STORE&DIGITALSIGNAGE
IKEA ROLLS OUT
HOSPITALITY AND RETAIL FIRMS
LOYALTY SCHEME
ADOPT ANYPLACE KIOSKS
KIOSKS
A
number of hospitality and retail
½ rms have introduced self-service
kiosks to conduct more effective and
instantaneous customer research.
Recent Gartner research revealed that
customer feedback collected at the point-
of-experience is 40% more accurate than
customer feedback collected 24 hours after
the event and Coventry University found that
79% of consumers prefer to give feedback
using touchscreens, compared with 59% who solution to help pro½ le its customer and
cited paper surveys. identify the most effective advertising.
Cadbury World, Halfords and Shoe Zone Halfords has used a fully managed CRT
have all taken on IBM AnyPlace kiosk products service based on the AnyPlace system to
developed in conjunction with IBM business gather cost-effective local and regional
partner, Customer Research Technology (CRT) quantitative statistics. The car parts and
to help drive customer insight that can be used accessories, leisure and cycle retailer found
to increase sales and reduce costs, without the system enabled fast survey deployment
compromising on customer service. and data capture, providing near real-time,
IKEA, the home furnishings giant, has Designed to optimise the consumer local customer knowledge that it has used to
implemented a suite of kiosks to improve experience across a broad range of market help match store-level product alignment with
customer in-store experience. segments, AnyPlace kiosks have formed the demand.
IKEA Belgium needed a quick, easy and basis of touchscreen customer survey systems And value shoe retailer, Shoe Zone has
instant way for customers to apply to its that offer customisable graphics, support found the system frees up staff to support
IKEA FAMILY loyalty scheme in store and advanced rich media applications and come customers and provides an opportunity to
keep up-to-date with the latest incentives. with multiple connectivity and hardware garner feedback from even those visiting its
So it implemented a suite of Xen X5 kiosks, options. stores that don’t buy anything. Like Halfords, it
from specialist manufacturer Protouch. Cadbury World, a visitor attraction based in has also been able to use its kiosk investment
Tim Schroons of IKEA Belgium said: Birmingham, saved 50% on traditional research to identify local buying patterns and what
“We are very happy with the IKEA FAMILY costs and generated high-response rates of particularly drives improved customer
registration kiosks that are installed in all around 700 per week using the AnyPlace satisfaction.
Belgian IKEA stores. They allow us to have
a much more ef¼ cient way of recruiting
new IKEA FAMILY members without the
INTERACTIVE CRUISE ‘FUNHUB’ MAKES DEBUT
presence of a co-worker being required. The new Carnival Dream will take seagoing customer technology to a new level with
This versatile solution allows us to recruit the introduction of the FunHub, a comprehensive shipboard intranet portal featuring
new members and have existing members the cruise industry’s ½ rst on-board social network, along with access to a wide variety of
print out a temporary card or update their information on the ship’s services, facilities and daily activities.
customer pro¼ le in a user-friendly way.” The 130,000-tonne vessel, Carnival’s largest ship, is set to debut 21 September.
Quant Marketing created the concept Access to the FunHub will be available via 36 state-of-the-art kiosks through the situated
for the kiosk solution as part of a larger throughout the cruise ship, providing guests with free and convenient 24-hour access to an
marketing project and selected Protouch informative ship-speci½ c intranet portal, and an exclusive social network. Guests may also
Xen X5 kiosks with 19-inch touchscreens, access the sites via their personal laptops or via 10-inch netbooks, which are available for
80mm receipt printers and keyboards. rent and can be used anywhere on board.
Tom Quarry, managing director of Guests can create a personal pro½ le and use the application to meet and interact with
Protouch comments: “It is great to see our others on-board, send and receive private messages, create groups based on interests, and
kiosks working so well within the project by invite friends to attend shows and get involved in on-board events or online discussion
improving IKEA’s operations and enhancing groups.
in-store experience for its customers”. Designed as a convenient resource for wide-ranging information speci½ c to the Carnival
Some 18 kiosks are currently in use across Dream, the intranet portal also includes information about entertainment options, daily
six Belgian stores, with scope for a potential events and youth programmes to weather information, restaurant and menu details
roll out to further IKEA stores in Europe. through a ½ ltering application to assist guests in planning their day.
RETAIL TECHNOLOGY AUGUST/SEPTEMBER 2009
15-21 Epos.indd 16 15/9/09 1:30:59 pm
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