Ki.osk (noun)
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A small, self-standing computer terminal featuring specialized hardware and software that provides interactive access to information and applications for communication, commerce, entertainment or education. The original kiosk had room inside for a person who handled transactions; however, the term evolved to refer to unattended, self-service computers that dispense information or make sales via a touchscreen program.
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On a recent Sunday afternoon, my wife and I were on our way to do some shopping (I had a “boys” outing the day before, so I owed her one.) We swung into a local fast food joint that has served millions of burgers. As I strolled to the counter, I was met by a young employee standing in front of the line. She pointed to a large display behind us and asked if we’d like to use their new kiosk to place our order. “Sure,” I replied. There were several people in line and I thought that this might expedite things. Also, I’m pretty quick on my smartphone and felt confident I wouldn’t mess this up. We scanned the food choices on the screen and then had to ask about a couple of options: no onions on either burger and fresh fries, not the ones under the heat lamp. The employee had to help us with those selections. We placed the order and waited. The result: our order was correct – but alas, no time was saved.
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Soon after that outing, our sons and their girlfriends came over for supper – a great chance to do some grilling and converse with the kids. (I use that term loosely, as they’re all in their twenties.) After covering several topics, I deftly offered up the concept of kiosk technology. I asked if they had ever used one at a restaurant and if so, to share their opinions. The majority said they would use one if it would really save time, but all preferred to place an order with a human, that it would probably ensure accuracy. When I think accuracy, I think of the lack thereof that is common to the drive-thru. With all of society’s technological advancements, how can we still suffer with the poor quality of those speakers? So, this group felt that maybe a self-serve kiosk where your order is entered and verified could work.
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“I’d wanted to add kiosks at my salons since the 1990s, but the technology just wasn’t there yet. We did it to provide faster and better customer service, but it also decreases costs and increases sales.”
-Tony Toepfer
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So, why the move to kiosks? According to the book, The One-Minute Manager, “speed is the new currency of commerce.” Well, that clearly may be one reason; however, the move could also be economically driven. On that same recent outing with my wife, we stopped at a store we call “Wally World” to pick up a few items. As we moved to pay, we were struck by the number of self-checkout stations. For us, that decision is always based on the number of items we have to buy. Just a few? Scan, swipe and go. But we also wondered how many people were unemployed by that move to self-checkouts. Many big box stores are reducing payroll by offering customers the ease of purchasing items online and picking them up at the store for no extra charge. Speed. Gotta have it.
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In late 2016, reports indicating that McDonald’s would introduce self-serve kiosks to its U.S. restaurants raised a lot of awareness about this new technology, for better and for worse. On the positive side, the news reinforced the benefit of kiosks to consumers in reduced ordering time. On the negative side, the report drew reactions from those who saw kiosks as a threat to jobs, which created a public relations challenge for the kiosk industry. With all of the chatter about the prospect of $15/hour minimum wage, it logically segues to a discussion of reducing payroll. The narrative is more about utilizing technology to enhance the consumer experience, as well as reduce human error. “We really need to fight back against this idea that kiosks destroy jobs,” stated Asa Moran, Sales Executive at Meridian Kiosks Inc., a manufacturer of kiosks and digital signage, self-service software developer and technology integrator. “We’re in this industry because we don’t believe that’s true.”
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A recent overview from Kiosk Marketplace covers this ground: “The task is to communicate to the public that technology is changing peoples’ lives for the better and new skills are needed to enable these improvements to evolve,” said Christopher Hall, Managing Director of the Interactive Customer Experience Association, whose membership includes both kiosk suppliers and users. “These interactive technologies are creating next-level customer experiences, and that should be the story we tell, instead of allowing them to be used as a political football.”
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It would logically follow that another school of thought maintains that this type of technology is geared toward alleviating the more monotonous jobs. So, where does a kiosk make sense? I would agree that restaurants are a prime example. I think hotels would be a natural fit for guest check-in. Fitness facilities. How about a Breathalyzer kiosk to test people entering a courtroom? Perhaps; but I’d personally like to see a hand sanitizer dispenser alongside these touchscreens! Where would another likely location be? What about a tanning salon?
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At a trade event last year, I caught up with longtime industry veteran, Tony Toepfer, who has Zoom Tan salon chains in FL, GA, NY and PA. During a breakfast meeting with me and IST publisher, Vince Lorraine, he laid out his plan to implement kiosk technology – he was really pumped about it! Seeing the passion that Toepfer had for using this technology at his salons, Lorraine wanted me to follow Toepfer’s progress and interview him. We talked recently about the role that kiosks can play in the tanning business.
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IST: Tony, you’ve been in the tan biz for decades and I’ve known you for a good portion of it. Let’s share some of your involvement with our readers. When and where did you get your start? What is your current involvement with Zoom Tan?
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TT: I opened my first salon in Chicago in 1985. Starting in 1988, I wrote the first six versions of Helios® salon software. I sold all my Chicago stores in 2001 and then sold Helios in 2006. I’m president of Zoom Tan, which I founded in 2008 in Florida, where I currently live.
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IST: Our industry is nearing its fourth decade in the U.S. How well have we embraced change? Have we kept pace with technology?
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TT: Joe, people in our industry avoid change – to their own demise. I think the biggest technological breakthrough was the Cosmedico VHR sunlamp.
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IST: This story is really about kiosk technology. I don’t know of anyone in the industry (apologies, if there is) who employs it in the manner that you do. When did you start the integration process for Zoom Tan, and why?
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TT: I’d wanted to add self-serve kiosks at my salons since the 1990s, but the technology just wasn’t there yet. We deployed our first kiosks in February 2018. We did it to provide faster and better customer service, but it also decreases costs and increases sales.
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IST: Clearly, kiosks can reduce payroll. How have they been received by your customers?
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TT: Joe, our customers love it! I, myself, only use the kiosk when I tan now. Most will probably assume there are issues that could arise without “face-to-face” interaction, staff-to-customer. However, we haven’t really seen any downside. There is still an employee in the stores, so the human element is there if customers need or want it.
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IST: Do you think that other salons will follow you? Will it just be large chains that consider it, or is size a factor?
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TT: I don’t think any salons will follow us. Our industry has been very reluctant to change and has, historically, underutilized technology.
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IST: Without revealing any proprietary secrets (of course), do you look to add more state-of-the art technology to enhance the Zoom Tan guest experience? If so, can you provide an overview?
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TT: Our entire technology effort is to improve the customer experience, so we will be implementing smarter kiosks, apps and website features.
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IST thanks Tony for taking time to candidly share his take on kiosk technology. He always seems to stay ahead of the curve. All the best to Tony and Zoom Tan!
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