With the proliferation of kiosks, especially in retail outlets, businesses now have a new weapon in their branding arsenal.
According to the latest version of Summit Research Associate Inc.’s annual report, “Kiosks and Interactive Technology — Global Statistics and Trends,” 1.85 million kiosks were projected to be in use by the end of 2009, with each seeing an average of 94 users per day. Summit forecasts that number to grow to 1.9 million by the end of 2010 and to 2 million in 2011.

Branding is a powerful tool that can be integrated into almost any kiosk, and when done well can significantly increase its effectiveness and value. The branding of today’s retail kiosks carries a tremendous amount of influence when it comes to a customer’s purchasing decision.

Kiosks deliver a range of services 24 hours a day, and what customers experience while using the machine can shape their perception of the product or service offered by the kiosk and the environment in which it is located.

“When it comes to a retail self-service kiosk, 70 percent of the buying decision is made at the point of purchase,” said Ronald Bowers, senior vice president of business development with Grafton, Wis.-based Frank Mayer & Associates. “Media advertising, the identity influence and out-of-store promotion account for 30 percent of the consumers’ decisions.