Another growing demand from consumers is the possibility of enjoying a hybrid, phygital shopping experience (one foot in the physical store, the other in the digital world). For example, many want to be able to order an item online and collect it in-store, or to combine loyalty points from online purchases with those earned in physical.

Interactive terminals are certainly one of the most effective tools for meeting all these expectations. This is a key factor in the digitalisation of retail, enabling the creation of an interactive, omnichannel experience that appeals to new generations of consumers.

Let’s explore how they work and the advantages that digital terminals can offer businesses in their drive to store strategy.

An interactive terminal is a digital medium that facilitates the exchange of information between a shop and its customers. To be more precise, this is generally a compputer terminal with a touch screen and management software that enables brands to offer a “self-service” type of in-store experience.

One example is the digital terminals present in some fast-food restaurants, where customers can order their meal before collecting it (and sometimes paying for it) at the checkout.

Thanks to a user-friendly interface, thse digital terminals provide access to information and/or applications dedicated to retail. Interactive terminals can be wall-mounted or freestanding. In some cases, they are even autonomous, as is the case, for example, with the tablets used at checkouts. Their use can also vary. There is a difference between pay terminals, game terminals and information terminals.

Technically, digital terminals can be connected to the Internet via a wi-fi or LAN connection. This makes it easier to customise the display, update it remotely, or integrate new sales media such as marketing games. All of these levers make it possible to make the kiosk more eye-catching and engaging, and so encourage customers to interact with it.

Here are the top 5 reasons why businesses should consider installing an interactive terminal at their physical points of sale.

1. Stand out from the competition with an in-store interactive terminal

Interactive terminals also provide a link between the physical and digital experience. Consistency between these different communication and distribution channels will anchor the brand (its logo, its messages) in the minds of consumers. Consumers will find it easier to remember their experience with the company, which will encourage them to return to its shops or e-commerce site.

2. An interactive terminal for collecting customer data

Brands can collect first-party data in this way such as the demographic profile of their customers or their contact details. Data collection also includes invaluable information about their expectations, budget, preferences, etc.

Thanks to this data, brands can better understand their customers. They will be able to adjust their offering and their customer experience to better meet their customers’ needs.

3. Maximising conversions with in-store digital terminals

The digital terminals also provide a comprehensive overview of the product catalogue. If a product is no longer available in shop, customers can order it directly from the terminal and have it delivered to their home. In this way, the brand can also offer to customise your items or even recommend complementary products. This will significantly increase their average shopping basket, and therefore their revenue.

Given that it is now possible to hire temporary kiosks for a commercial operation, this marketing tool is becoming increasingly accessible. And its Return On Investment (ROI) is even more attractive.

4. Offering an interactive in-store experience thanks to a phygital device

Another way of maximising revenue from physical shops and building customer loyalty is to offer an exceptional customer experience. Interactive terminals help to achieve these commercial objectives in a number of ways.

First and foremost, the digital terminals will help visitors to find their way around more effectively. They can, for example, tell them which department a product is in or what stocks are available. The terminals also share more precise information than a simple label or even a gondola. This will enable customers to make better decisions, which will increase their satisfaction while limiting returns.

Above all, an interactive terminal can make the in-store experience more entertaining and profitable for customers. For example, it will give them the opportunity to benefit from advantages (such as free goodies or discount vouchers) by taking part in a survey or a scratch card game. Gamification and interactivity of the in-store experience are powerful drivers of satisfaction, conversion and retention.

5. Save your sales staff time with interactive terminals

Interactive terminals take self-service to the next level. They are ideal for improving the efficiency of sales teams and saving employees time.

The sales team will spend less time providing information to customers, taking orders and processing payments. This will enable them to devote more time to consulting and to creating a genuine human relationship between the company and its customers.

An interactive terminal is an excellent way of increasing shop traffic and generating more sales. Combine the benefits of a phygital device with those of gamification by integrating interactive games into your kiosk. Adictiz offers a new service, the Playable Instore, to liven up your points of sale. Contact us to find out more.