Improving your brand and your loyalty to the customer is more important than ever as today’s consumers cope with tighter budgets, busier lifestyles and – in most cases – shorter attention spans.

Kiosk systems, smart phones and social media tools have dramatically boosted brand loyalty if used correctly.

With many technology devices out there, it is hard to decide which one is the best method for you and your business.

So which communication channels work best to entice consumers and keep them coming back for more?

A recent study conducted by New York-based BuzzBack Market Research found that most North American shoppers prefer retailers that enable them to shop consistently across a multitude of channels, such as kiosks, smart phones and social media tools.

More than 80 per cent of surveygoers said that they want more control over where, when and how they interact with retailers, whether it be through Facebook, iPhones or in-store kiosks.

“Consumers are time-starved, value-driven, digitally enabled and frustrated by inconsistent shopping experiences across channels,” said Mike Webster, senior vice president and general manager of retail and hospitality business for NCR Corp, who commissioned the study. “Retailers must deliver more personalised, unified reactions whether their customers are on the Web, in the store or using their mobile device. For retailers to respond to this new ear of converged retailing, they require solutions that bring these channels together.”

The detailed study on consumer behaviours focused on how consumers use self-service, social media and other technology to shop and in response, how retailers can tap into those channels. And its overall analysis found that customer loyalty is the key focus, with consumers and their desire for retailers to offer a more consistent and seamless shopping experience.

The study also looked at the value of a consistent experience across all channels as well as the value that consumers place on personalisation, such as language, payment systems, brand preference and receipt type. In response, almost half agreed that retail shopping or restaurant ordering would be faster and more convenient if they had a more personalised experience.

The highlights of the study included;

1. North American consumers are hunting for bargains and are in fact less loyal to retailers. Sixty-seven per cent said that they would switch between retailers and look for the price discounts and loyalty points.
2. Consumers are using technology to find the best deals with sixty-six per cent using the Internet more often to research products and find better deals.
3. Personalised offers and information that match their individual preferences are what consumers want. Eight-one per cent of North Americans said they would like companies to integrate social media channels into their mix of communications.
4. 40 per cent of consumers want to use mobile devices to locate retailers, download coupons and scan bar-codes.

To view the full white paper released in May 2010 at the Food Marketing Institute showcase in Las Vegas, click here.

Quick thinking companies are nowadays deploying software, linked to enterprise applications like customer data and analytics, in order to deliver timely and relevant communications across multiple points of service, based on their customer’s preferences and location.

“A new generation of consumers craves more personalisation and control over when and how they interact with retailers,” said Dusty Lutz, general manager of NCR Netkey digital signage and kiosk applications.

“Consumers are willing to reward retailers that enable a seamless, converged channel experience across Web, store or mobile channels. Retailers are responding by evaluating technology solutions that help them interact with shoppers based on their individual preferences and location to create a more compelling shopping experience.”

Driver Service Kiosk by Flying J Travel Plaza

The stereotypical image of a truck driver in the UK isn’t great. In fact, when most people think of a truck driver it generally includes a middle-aged male who is tired, dirty, hasn’t showered in a week and uneducated. This concept is unfair and rather snobbish as many dont’ see the move truck drivers have made into the modern age.

For starters, the route of most trucks is tracked by a global positioning system, with music playing over a satellite radio and the driver most likely to be chatting on an integrated hands free mobile phone system.

And it’s not just the trucks that have gone tech savvy as technology has come to the truck stop. Today more and more drivers are stopping at self service kiosks before even ordering a cup of coffee.

Drivers today must meet a set of regulations set by the Government. From logging the amount of time they spend behind the wheel to maintainance of the truck. On top of this the rising fuel costs are forcing drivers to cut costs wherever and whenever they can.  

Because of this, more and more kiosk systems are enabling truck drivers to manage their time behind the wheel.

Flying J Travel Plazas is just one company that has deployed kiosks to serve its drivers. A Driver Services Kiosk provides fax services a fax mailbox, copy services and a driver load exchange board. The kiosk also offers calling cards for sale and even allows drivers to arrange for the delivery of flowers to loved ones back home.

They also act as an Internet kiosk providing access to the World Wide Web as well as a Scan & Go Express Fuel Desk Scanner which enables drivers to scan shipping documents and send them to the corporate office. 

One of the kiosks servers as a Truck Driver Kiosk, allowing drivers to obtain receipts for many of their transactions in the Pilot store without having to wait in line at the checkout. A second kiosk is also dedicated to human resources applications.

“Our driver customers depend on these services, as their truck is a moving business office and theny need access to technology to conduct their business and communicate with their home offices,” said Gary Barlow, president of Flying J Communications.

In September 2009, Knoxville, Tennassee based Pilot Travel Centres began deploying self service kiosks in its own locations around the country. Pilot operates 306 travel centres in 29 states across the US.

Some of the pilot kiosks allow customers free access to the Internet while drivers are on the go.

Petro Travel Centres needed a digital device to maintain a connection with their travelling customers and truckers. Kiosks were installed across 60 Petro Travel Centres across the US so that the Petro brand could communicate with 250,000 customer cardholders as they redeem gas purchases for coupons.

“When you think about it, this is the only way to communicate with a group of customers that is continually moving around the country,” said Brian Ardinger, chief marketing officer with Nanoation, the manufacturer of the Petro branded kiosks.

The kiosks are actively promoted on video trailers of DVD movies for sale at Petro locations, as well as special promotions for other Petro amenities. Each card reader features a touch screen, card reader, printer and durable enclosure all designed to maximise the ease of use, functionality and return on investment.

For more information about interactive kiosk systems that can provide different channels of communication for your staff, then speak to Protouch today. As the leading manufacturer and distributor of touch screen technology across Europe the team are expertise in deploying successful kiosk systems that benefit individual businesses needs and requirements.