Information kiosks: the case of the Belgian retail sector

Abstract (Summary)
The current study focuses on how information technology allows retailers to deliver services by means of information kiosks. A series of exploratory interviews were conducted with key informants in the retail and other sectors in Belgium and France. Subsequently, 84 customers and 9 retailers were surveyed. The findings suggest that information kiosks can be implemented successfully with up to three easy-to-use kiosks at the entrance to a mall or inside a store, and, if retailers allow, limited internet access to a small number of web sites. To be successful, kiosk information must be constantly updated and relevant, and the focus of offerings available through the kiosks should be limited. Future research should more thoroughly examine what customers want from an information kiosk so that a balance may be struck between being technology-led and being customer-led. Other technologies like voice recognition may be worth examining in connection with information kiosks.