What are consumers looking for in an in-store interactive experience? Should it be different from shopping online? How can we make it easier for sales associates to know how to sell our clients’ products?
Recently, we addressed those questions — and others — when LG asked us to leverage the online assets we built for their Steam Laundry microsite and turn them into a robust, in-store kiosk experience.
For LG, taking the Steam Laundry experience from the computer screen to the sales floor was a natural way to differentiate its brand from the competition and provide more value to customers. Other marketers and retailers like Olay and Kmart have seen positive results when they placed online applications in stores. It makes sense: More consumers are shopping online and like to be in control of their shopping experience. Kiosks put the customer in control.
Our kiosk had many diverse audiences to serve. For consumers, it needed to be easily accessible and educate them on the features and benefits of LG front-load washers and dryers. Many customers start their product search online, so we needed to complement the online experience while enhancing LG’s brand message.
From the initial information architecture stage of the project, we knew we had to find a way to put users in control of their experience based on where they are in their decision path. This entailed creating user flow paths and content for a wide range of customers — some ready to make a purchase today to others who might not actively be looking but could be interested in upgrading their current laundry appliances.
To reach customers just beginning their search, we created a 5-question quiz that would filter the consumer’s responses and provide recommendations on models that are right for their individual household needs (think silent salesperson).
For those closer to making a purchase — those who want an easy way to compare models and find product specifications — we created a tool to help consumers narrow product results by selecting filters that were of interest to them. With just a few screen touches, customers could compare products and find exactly what they were looking for. I know when I enter a big-box store, I just want to quickly find what I’m looking for and get out of there as soon as possible. The tool we developed does just that by letting the customer control the action.
To increase brand awareness and educate customers about LG’s laundry innovations, we created an information path where customers could watch videos, use tools to learn about exclusive LG technologies and learn about the advantages of LG Steam Laundry. LG is a relatively new brand in the States, and many people are unaware of the stylish range of home appliances they manufacture. The content we developed will help position LG as a top-of-mind manufacturer of laundry appliances. 
For customers, there’s nothing more frustrating than an ill-informed sales staff, so we wanted to equip sales associates with the information they need to be passionate advocates of LG products. To do so, we created tailored retailer sections that highlight the benefits of shopping at a particular store, as well as an area for sales associates that includes a full video library of product highlights and a filter tool to help associates help consumers find the right model and then quickly identify the model and/or SKU number.
Even though we’ve finished the kiosk build, a project like this is never completely done. We’ve built in tracking to help us better understand how the kiosk is being used, and we plan to do some usability studies to help us optimize the experience in the future.
You’re going to see more kiosks and interactive point-of-purchase displays as marketers look for new venues (you can’t go to an airport without seeing Best Buy vending machines). As technology roots itself deeper into retail experiences and changes the way people shop, marketers and agencies alike need to adopt new strategies to adapt online content to enhance the in-store brand experiences.