EFFECTIVENESS OF INTERATIVE KIOSKS IN STIMULATING TRAFFIC IN RETAIL MALLS

Abstract

The retail landscape in Singapore today is highly competitive. The constant pursuit of new innovations and strategies can hence be perceived as an essential element for continued success and survival. The ultimate aim is to attract shoppers to patronize the retail mall as shopper traffic is an essential element for success. Consumer lifestyle has evolved over the years such that technology has become a part of their lifestyle. This research attempts to study one aspect of exploiting technology to enhance and stimulate the retail traffic. In particular, the effects of technology will be epitomized through the usage of interactive kiosks and the effectiveness of interactive kiosk in stimulating retail traffic will be explored. The future for a full service retail interactive kiosk in the retail malls is found to be bright since interactive kiosks are gradually gaining popularity and acceptance. The interactive kiosks have been shown to be effective in stimulating retail traffic, being more effective for one consumer segment more than another. The study also provided further insights into important considerations to be noted should the provision of the interactive kiosks materialise. Ease of use, enjoyment in using and usefulness are three important considerations which can maximize the satisfaction and hence effectiveness of the kiosks in stimulating retail traffic.