Retail Sales Kiosk - Thule

The popularity of outdoor sports such as kayaking and cycling has consumers transporting their sports equipment wherever their spirit of adventure takes them. For over 40 years, Thule Inc. has offered the most extensive collection of solutions to ensure that that equipment arrives safely, and in style. However, Thule’s extensive line of products, coupled with the consumers’ need to match those products to their specific vehicles, has made it necessary to improve the antiquated in-store system.

Thule sought the assistance of Self-Service Networks to simplify the buying process while enhancing the overall customer experience. The company also hoped to expand the brand and improve its competitive position in the retail setting throughout its many partner stores.

Challenge:

• Produce a flexible solution that can be utilized throughout Thule’s diverse group of retailers.
• Design and implement multiple enclosures that meet the footprint and price point requirements of Thule’s retail partners.
• Integrate the self-service solution into an existing point-of-purchase display.
• Create software that allows Thule’s retailers to update price and inventory information.

Solution:

• Design a customer-friendly interactive kiosk that allows the user to match the correct products to his/her specific needs as well as directing the customer to those products within the store.
• Provide a solution that is adaptable to the shifting market and to the diverse array of Thule brand retailers.

Originally, Thule shoppers flipped through a traditional catalog to determine which rack was appropriate for their vehicle and sports equipment. They then wrote down the product number, or remembered it, and searched for the merchandise on the Thule POP display. In comparison, TIPP’s detailed product recommendations speedup the decision-making process while decreasing customer frustration.

The eye-catching design and video attract loop draws customer attention much more effectively than the catalog presentation, improving the presence of Thule’s line of products amongst competitors.

“TIPP increases consumer satisfaction by providing a fast and easy-to-use interactive experience that’s true to the brand,” said T.J. Hanson, Thule’s vice president of marketing.

Via TIPP’s graphical user interface, customers answer a series of short questions about their vehicle and sports equipment. Specific Thule products are then recommended onscreen. The kiosk clearly details the right equipment, making it easier to find the right products. Shoppers complete the process by printing a list that summarizes all of the necessary components.

Additionally, TIPP acts as an informed, self-service tool that takes the place of, or substitutes for, under-trained or otherwise occupied sales staff. This is a great help in accommodating for overflow situations.

“TIPP has been extremely well-received by our retail partners and the live-store pilots have produced excellent results,” said Schuyler Horton, Thule director of national account sales. “We are looking forward to deploying the solution throughout 2008.”

Measuring Results

TIPP’s software utilizes Self-Service Networks’ inReach remote monitoring and management tool. inReach tracks and reports on all aspects of how customers utilize TIPP. Thule is able to see how often the kiosk is used, what products are most popular, and the amount of sales attributed to TIPP, to name a few. All of the information provided aids Thule executives in understanding shifting consumer interests and preferences.

“We are extremely pleased with the solution Self-Service Networks has developed,” Hanson said. “Their consultative and creative approach has delivered a multifunctional kiosk that meets the requirements of our diverse retail partners – specifically regarding footprint and price point.”

• Contributed to an increase in sales
• Reduced the time required for consumers to find the appropriate merchandise
• Improved product selection accuracy and reduced returns
• Increased customer satisfaction
• Improved sales associates’ attitude toward Thule products
• Received the 2008 Self Service Excellence Award for Best Retail Deployment