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As a business owner, finding ways to streamline operations and improve customer service is always a priority. If you run a busy restaurant or retail store, a self-service kiosk may help you do just that.
What is a self-service kiosk?
A self-service kiosk is an interactive touchscreen device that allows customers to buy products or services without the help of a staff member. It includes hardware and software components that make it possible for customers to browse items, place orders, and pay independently.
The hardware component is a screen device fixed in place to surfaces such as walls, countertops, or floor stands. The software component is a kiosk application that allows you to design an ordering workflow that suits your business.
How a self-service kiosk can help your business
Improve space management.
A self-service kiosk can save significant counter space. Square Kiosk, for example, can be fixed on walls, counters, or floor stands, so you can customize the device to fit into your space without making any major structural changes to your restaurant or store. To guide the traffic flow towards your self-service kiosk, consider placing Order Here signage nearby.
Keep your labor costs in line, not your customers.
Customers can complete orders with little or no staff attention on a self-service kiosk. This helps free up staff members for other important activities that benefit from human interaction. According to the Square Future of Restaurants report, all (100%) surveyed restaurant leaders said they use technology and automation to help fill critical gaps when they’re not fully staffed. Thirty-six percent rely on automation and technology specifically to accept customer orders.
Onboarding a self-service kiosk may be particularly helpful if your business is short on staff or, like many restaurants, is experiencing higher labor costs due to rising minimum wage requirements.
Give customers more control and a better customer experience.
In self-service mode, customers have complete control over their orders, so they can select items they need quickly and check out faster. For busy restaurants with loud atmospheres, this can translate to fewer order errors and shorter wait times, which helps improve the customer experience overall. “We operate in small, loud spaces — with busy indoor restaurant locations and food trucks. Square Kiosk improves our order accuracy by avoiding misheard orders when diners self-order from our menu,” Danielle Murcia, chief operating officer at Crepes Bonaparte told Square.
Increase your revenue.
Adding a kiosk to your restaurant or storefront can also help bring in more sales. First, self-service kiosks offer customers anonymity, so customers can order more items or make special requests without feeling judged. How does this translate to higher sales? In one 2014 study, the market share for hard-to-pronounce items increased by 8.4% via self-service channels.
Second, self-service kiosks allow you to set up well-planned upsells and other incentives that can be presented to customers in a carefully considered way. Many ordering platforms, like Square Kiosk, include visual menus with upselling features that suggest additional items based on a customer’s order. This can help drive check averages by encouraging add-ons such as sides and beverages or calling attention to bundled meals. Customers who order at kiosks at Shake Shack, for instance, spend nearly 10% more on average compared to those who order at cashiers.
Receive better customer insight.
Customer activities on self-service kiosks can be tracked accurately, giving you more insight into customer behavior and preferences through top-selling items and associated revenue. This data can enable you to offer more targeted experiences. For example, you might offer promos on the most popular menu items. Square Kiosk also integrates with Square Loyalty programs, so diners can easily enroll and accrue points with every order.
How to set up a self-service kiosk for your business
Analyze your business needs.
Consider whether a self-service kiosk is a wise investment for your business. Think about the purpose of your kiosk and how you intend to use it. For example, if you run a busy quick-service restaurant, you may want to speed up customer service or optimize space. In contrast, if you operate a full-service restaurant, you may need an easy way for servers to punch in orders without crowding the kitchen or counters.
Choose the right device.
Once you’re clear about the purpose of your self-service kiosk, the next step is to choose a device. Consider ease of use. The last thing you want is a device that’s difficult for customers to use or requires several minutes of explanation. That defeats the purpose and experience of a self-service kiosk. The same goes for your staff. Choosing a solution that integrates directly with your POS and kitchen display system can help your team fulfill more orders quickly.
Next, match device specs against your requirements. If freeing up counter space is a key requirement, consider a compact device such as Square Kiosk, which can be fixed anywhere — on a wall, a flat surface, or a floor stand. A compact design can also give you space to add more than one kiosk to your store or restaurant to take even more orders.
Set up your kiosk.
Choose a good spot in your store or restaurant. Depending on the device you choose, you may not need a technician to install it. For example, all the mounting hardware needed to install Square Kiosk is included in the box, requiringzero service visits. Plus, if you change your mind about a kiosk location, you can uninstall it and move it to another location.
Promote your kiosk.
Your self-serve kiosk is only helpful if your customers use it. Inform customers about your kiosk and find ways to boost adoption. In-store signage can introduce customers to the kiosk and provide easy instructions. You can also encourage customers to use the kiosk by offering a discount on orders placed via the self-service kiosk.
