Multimedia kiosks in retailing

Reviews the very wide potential for the application of multimedia kiosks. It is important that all retailing organizations understand the scope of these applications since kiosks have the potential for eroding the traditional boundaries between retailing, banking, education and training and the provision of information and advice, both to the general public, and also within organizations to employees. Potentially,applications in many of these previously distinct areas could be interlinked. Currently, multimedia kiosks are being tested in a number of different applications. Kiosks can be viewed as a medium through which it is possible to inform, educate, train, persuade or perform information‐based transactions. Their potential attraction in all of these roles consists of their relative novelty and the range of different media that can be used to reinforce the message. The future for multimedia kiosks remains unclear. The present tests in a wide range of different application areas should permit the identification of appropriate niches where they can achieve at least one of the following:more effective communication of information; increased sales, showing an appropriate return on investment; and improvements in customer service,in environments where they are a priority.