In-Store 'Kiosk' Still Proves Challenging

When I was out shopping recently, I noticed the appearance of shiny macs displaying the stores website in a number of stores.  I only managed to get a pic of one, in my current favourite, COS but there was a similar set-up in Maharishi.

Interestingly the one in Maharishi was on the opposite side of the room to the cash desk and both my hubby and I felt free and happy to use it.  However, the one in COS was tucked into a standing box right next to the cash desk (see picture) and, despite being in the store for some time, I didn't see anyone use it.

Of course, I may have just been in at the wrong time and just missed a flurry of users but it would seem that there are a couple of factors that may be contributing to low usage. 

The positioning means it's hard to work out whom it's there for.  Near the cash desk sends the message it's not for customers to use on their own. 

It's relatively low, and like those annoying train ticket kiosks, you'd need to crouch down to see the information clearly - not a great move.

And if you did crouch down then you would also be in the path of the staff coming and going from behind the desk and the stock rooms, which makes you feel like you're getting in the way. 

The website doesn't look up stock in other stores, nor can you purchase from it, so what is the role of having the website in the store exactly? 

It's nice to see stores trying to enable the multi-channel experience, and I'm delighted that there were no big clunky roller mouse c.early 00's, but there is still room for improvement  to make the experience truly deliver ROI for businesses and value for customers.  

These issues, lack of clarity of purpose, poor positioning and poor usability are the same challenges that made the kiosk projects of the late 90's and early 00's fail. The amount of hardware sitting gathering dust and being tarnished with the word failure was rife, and I fear that retailers are potentially making the same mistakes again. 

So what does it take to get it right?
As is my answer with most things, I think total experience design is the way to success: 

 - Clear purpose  

 - Observation

 - Meeting customer (or staff) needs

 - Test and learn - don't just shove the thing in the store and then never pay attention to it, observe how customers (or staff) interact with it, what it gets used for, how natural people are with it and refine accordingly. 

Just as the arrival of Anthropologie in the UK shook up expectations for the in-store experience I'm sure the opening of  Best Buy in Thurrock this week will do the same for multi-channel.