In recent years, the popularity of self service kiosks for retail, food, and ticketing has soared. This trend, accelerated by the pandemic, shows no signs of letting up: by 2027, the self-service market is expected to reach $63 billion. Cinemas adopting this technology can empower guests to carry out various tasks independently, including checking movie times, buying and retrieving tickets, selecting seats, and placing concessions orders. As in other industries, a self service kiosk in cinemas can deliver an excellent return on investment (ROI) by boosting revenue and increasing customer satisfaction.
Cinema Kiosks Increase Profits in Several Ways
From decreasing operational costs to increasing order value, a self service kiosk offers multiple benefits for a cinema’s bottom line:
Labor Savings
Kiosks contribute significant labor savings by automating the order-taking process. This automation allows staff to focus on other operational aspects, improving overall efficiency and potentially reducing customer wait times. Amid ongoing labor shortages, reducing labor hours and training costs and reallocating workers effectively is invaluable.
Operational Efficiencies
Self service kiosks allow businesses to serve more customers in a shorter time frame without increasing customer-facing staff. Increased throughput, especially in concessions lines, increases revenue and customer satisfaction.
Higher Order Values
Multiple studies have shown that customers using self service kiosks tend to spend more. One reason for this tendency is the effectiveness of choosing various payment options, choosing seats prior to the show, and the ability to order food and drinks before the movie, all of which are incorporated into the ordering process, increasing sales.
Clear Customer Insights
The data collected from kiosk use can provide a wealth of information about customer behaviors and preferences. This enables cinema owners to make informed business decisions about their offerings and to improve marketing strategies, which in turn increase revenue.
Why Customers Enjoy A Self Service Kiosk
Customer satisfaction is essential to profitability, as happy customers become repeat customers. Kiosks’ self-service nature can improve the customer experience by offering convenience, and reducing wait times.
Order Control and Accuracy
As more cinemas recognize the advantages of self-service options, they are quickly becoming an expected standard for guests, who appreciate the increased control over their purchasing experience. They can complete transactions at their own pace, and since they are entering the information themselves, they can be confident in the accuracy of their order.
Contactless Transactions
Growing numbers of consumers today prefer interacting with a kiosk instead of a cashier, reducing health risks. Kiosks also enable customers to make safe transactions using diverse payment methods, such as debit cards, credit cards, mobile wallets and gift cards (retaining possession of their cards in the process, creating additional peace of mind).
User-Friendly Interfaces
Intuitive and user-friendly interfaces guide customers through the ticketing process. Clear instructions, touchscreens, and visual cues make it simple for users to navigate options and enter information. Research indicates that touchscreen interactions have positive psychological effects, creating enjoyment and a sense of ownership.
Reduced Wait Times
Self-service kiosks streamline high-traffic areas such as at ticketing and food and beverage locations. One retail executive survey found that 75% of respondents said the #1 reason they lost customers was due to wait-related issues. Wait times at cinema concession stands are especially critical, as long lines may cause guests to give up on these purchases if they think they will miss their movie start time. Kiosks help mitigate this potential lost revenue and make customers want to keep coming back.
Self-Service Kiosks: The Logical Addition to Your Cinema Technology
The adoption of self-service kiosks across retail, food service, ticketing, and other hospitality sectors demonstrates their potential to drive sales, enhance customer experiences, and save on labor costs. By contributing to the improvement of operational efficiency, kiosks represent a strategic investment for businesses looking to innovate and improve their service offerings. As technology continues to evolve, the capabilities and benefits of kiosks are likely to expand further, making them an increasingly integral part of modern business operations.
If you’re ready to invest in self service kiosks to improve your cinema, why not choose a provider specializing in your industry’s needs? Omniterm has been innovating cinema management since 1978.
