Totem, the touchpoint for a smart and innovative customer experience

MICHELE CAPRINI
10/05/2021
In brief
Always useful as an effective means of eliminating queues, today in the store totems enable the customer to control orders and payments and are an essential part in the choice of customer journey.

According to a 2020 report by Research and Markets, the global media totem market, valued at $24 billion in value in 2019, is expected to grow to $33 billion by 2025. According to other estimates, already valued at $15 billion in 2018, this will reach $45 billion over the next decade. Retail will be the sector that will make the most use of it, just more than public administrations and the banking and insurance sector.

Iconic Customers Module realizes and simplifies the order and consistency of workflows and technological components in use from the cash point to all the most important phases of the relationship with the customer: the use of totems is an integral and obligatory part of it. The importance of these tools, in the new  in-store experience, is central.

Through the multimedia totem, located at the entrance or inside the points of sale, the consumer has the opportunity to orient the choice between products and services in a much more flexible and rich way than that manageable with traditional communication. Always useful as an effective means of eliminating queues, today in the store totems enable the customer to control orders and payments and are an essential part in the choice of customer journey. The countless possibilities for configuring the offer and personalized services are among the main factors that justify its spread. Both in the retail food and non-food sector and in quick service catering.

Easily accessible information about product availability and prices, promotions, the status of fidelity programs can be important for the individual shopping experience and for maintaining the best business relationship in the longer term. In addition, in omnichannel distribution, shrewd management of self-service totems allows customers the alternative purchase option for what is not available in that store, but may be available in another store or online. Without prejudice, however, to the possibility of upselling with additional or complementary products and services.

 

In Iconic Customers Module’s typical totem usage concept, users don’t just visualize static information, digitally reproduced in simple paper replacement, but can also choose what to read about what’s proposed in the visual menu and scroll through the different screens. Communication also benefits from the use of these devices, because the company can program and update organic advertising content at that point of sale or of a general nature.

In restaurants, customers tend to reward self-ordering  options more and more. No more paper menus and waiter command, the must-have watchwords are “app” and “totem”. Here, totems have a triple competitive advantage: they are an essential part in rationalizing the order flow, food preparation, delivery and payment, increase satisfaction and autonomy of the guest, reduce waiting times. Employees can also engage in activities other than order management, increasing the quality of in-room service and guest shopping experience.

Again, digital signage content can play a significant engagement  role. Customers will appreciate what allows them to learn about specialties, offers and news, and the recall given by the image of a plate on the display could be worth much more than offering a discount.

With Iconic Customers Module, a single application, which integrates web and totem in a wide offer to the guest, involves low adoption costs and defends margins.

Turnover, values, customers, experiences and people. Let’s put some order in all this.

Turnover, values, customers, experiences and people. Let’s put some order in all this.

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