Consumers employ range of self-serve technologies
Published 5:00 am Thursday, August 26, 2010
- A Blockbuster DVD Express rental Kiosk stands inside at Navarro Pharmacy in Miami, Fla., on Thursday.
MIAMI — Consumers accustomed to using self-service kiosks to withdraw cash, pay for groceries and check in for flights are finding do-it-yourself computer stations in new and sometimes unexpected places.
Some doctors’ offices are using self-service stations to check in patients. At hotels, guests can check in or even buy accessories such as bathing suits. Movie tickets, cruise line boarding passes and DVD movie rentals can, in many places, be picked up with the swipe of a credit card.
“We’re seeing self-service technology take off in really in every industry,” said Jeff Dudash, spokesman for NCR — the company that creates most of these machines and invented the ATM machine.
That’s because customers are used to having more control, and for the most part, they’re loving it, say trend researchers. Forrester Research, a leader in tracking technology trends, reported 61 percent of U.S. adults who are active online want to scan and pay for purchases using self-checkout options, and 74 percent who have used kiosks say it is useful.
BuzzBack Market Research, which managed a survey for its client NCR, said 81 percent of North Americans surveyed were more likely to choose retailers that let them use self-service options.
Although kiosks can save business owners some staff costs, many who have adopted self-service technology have found the real advantages are saving time and putting staff to work on other customer service areas.
At Miami’s Paragon Grove 13, a new reserved seating movie theater with 85 employees, many tickets are sold by kiosk. Only two box office employees are required. But staffers are still needed to help guests find their seats and serve concessions.
However, not all sectors of self-service take off as fast as expected. The Grand Beach hotel in Miami, which put in a kiosk earlier this summer for quick check-ins, hasn’t seen it used much. Guests seem to prefer talking to a person when they are starting their vacation and learning about the hotel, said staff. Instead, the kiosk has been used for a familiar transaction: printing airline boarding passes.