Harnessing technology – A touching experience

Today?s self-service kiosk technology is expanding the reach of businesses farther than ever before, writes Steve Pugh.
Kiosks are ?point of sale? systems that allow customers to access information or conduct transactions from remote locations simultaneously. Situated in a wide variety of organisations and retail outlets such as airports, cinemas, shopping malls and hotels, these kiosks can also provide performing arts venues with access to consumers that were previously hard to reach. They are an excellent business tool and can create a network of remote sales agents as well as a cost-effective method of delivering information ? all for a relatively low capital investment.

A sales kiosk itself is a piece of hardware, but its functionality is dictated by the software that is used. It will usually incorporate a high performance LCD display system with an interactive touch screen, and a top-level menu system will offer users the facility to access a wealth of information quickly. Alternatively, a keyboard and trackerball may give direct access to a website. Kiosks usually occupy a relatively small amount of valuable floor space and their design ensures that everyone from wheelchair users to the tallest adult can operate them with ease. They offer major benefits to performing arts venues, by opening up new sales channels and can give customers access to tickets 24/7. They can be an effective marketing tool for promoting sponsors, highlighting forthcoming attractions, offering incentives, and communicating news and views. Transactions can be conducted quickly and, as sales kiosks tend to be unmanned, labour costs are reduced. However, venues still retain full control of the information flow, managing how and when data is released.

The Royal Festival Hall, where online ticket purchases now stand at over 30%, is one of the earlier arts adopters of this technology and plans to unveil a range of Artifax?s ticket collection kiosks later this month. Customers who have pre-booked by phone or Internet will be able to collect their tickets from the kiosk, relieving pressure on the box office. A ?card swipe? facility will enable payment to be made by credit card and for a receipt to be issued. A further six to eight transactional kiosks are proposed and will ultimately give customers the facility to purchase their general admission tickets too.

Kiosks should improve customer service, reduce queue lengths, speed up transaction time and allow the system to be accessed when the box office is closed. Customers should then have extra time to enjoy the venue, buy a programme and merchandise and relax at the bar!

Steve Pugh is Sales Director at Artifax Ticketing t: 01372 810081;
e: [email protected];
w: http://www.artifaxsoftware.com