Retail Kiosks - tracking customer interaction
New to self-service terminals -- normally reserved for web traffic tracking and pathing we now have Webtrends developing solutions for in-store kiosks to try and analyze and predict customer interactions.
LONDON, Dec 18, 2008 (BUSINESS WIRE) -- Web optimization specialist WebTrends is today announcing a partnership with HMV to deliver insight and track user interaction with the retail giant's in-store transactional and information-point kiosks. The kiosks, launched Nov. 19, bring the rich content and information of the online entertainment experience into HMV stores.
The kiosks, which are a key element in HMV's next- generation store format, will serve as docking stations for customers to download music onto USB keys and flash drives. Customers also can view trailers for films and games, access product information and check in-store product availability.
"This is an exciting project and represents a blurring of the lines between the online and offline shopping experiences," said Nick Sharp, vice president and general manager of WebTrends EMEA. "We are working closely with HMV to inform development decisions by providing key insight into customer interactions with the kiosks -- from the products users search for most frequently to the primary drivers behind kiosk use."
HMV is conducting trials of transactional, information-only and combined kiosks at five UK stores. WebTrends will be reporting on the kiosks throughout Christmas before the rollout is continued in the New Year.
"Bringing the kind of rich content and information that would previously only have been available online into our stores is a key step forward in successfully adapting the offline shopping experience to modern consumer behavior," says David Elston, ecommerce manager for HMV. "However, having brought the online environment into stores, it was crucial to understand how people interacted with the kiosks, and web analytics plays a pivotal role in that process. When you're working with the web site it's much easier to see what's going on, but to have the same level of insight for the kiosks it would literally be a case of watching over people's shoulders."
HMV worked closely with manufacturer Neo Products on the kiosks.
Posted by staff at December 19, 2008 07:38 AM