For most of the readers of this column the most relevant part of this experience was the visit to the D’light experience center. This is where Samsung exhibits all of their new and upcoming technologies. It is an interesting opportunity to see and experience all the things you have heard are on their way, but have not seen yet (like a internet connected, remote vacuum cleaner).
Whenever I see technology like this I tend to sit back and think about how this offers value for the customer and the retailer. For the retailer, the value is very clear. Invest in the technology, and if it works properly you can eliminate hourly pay for the regular cashiers who are taking orders. While the technology is very cool and I want to play with it, the real question is what about all the other customers? What does this technology provide that adds value for the customer? I think there are a couple of answers to this question and the retailer can add value to the customer beyond the technology. One solution for this would be for the retailer to take a percentage off the final bill if the customers choose to use the self order system. We know the retailer is saving a lot of money, so why not pass some of this on to the customer? Another solution is to drive the concept to the customer that they are likely to have a more accurate order if they process it themselves. No longer would you have to deal with a kid who had onions on his hamburg when you thought you ordered none. Rather, you could only blame that one on yourself. The second major value add would be the ability to see nutritional information. Being able to make food decisions (such as what dressing you want on your sandwich) based on the calories and fat, is something many customers may be very interested in.
Restaurants (both fast food and sit-down) continue to be an ideal location for digital signage, provided we are adding value for the customer. However, there were several other examples of digital signage in the D’light center that I will be able to write about in the next column. In the meantime, what do you think of the digital signage opportunities for restaurants? Do the technologies I wrote about add value for you? Would you choose to use a self order, or would you still go to a register operated by a person?