Technology Creates Buzz for Retailers

Information systems are constantly changing.  Improvements of new and existing technologies are the future of business.  Many of these improvements involve the addition of internet capabilities within a company.  The article we found discusses how kiosks are improving businesses.  We will discuss the information in the article, the justification of the article according to the text, and an analysis of the information from a business student point of view.

The article we chose is entitled “Technology Creates Buzz for Retailers”, which was found in the Omaha World-Herald.  The article opens by talking about a new technology used by a new wine and cheese store located in Rockbrook Village.  They have created new software used in the store’s kiosks that tells customers specific information about a bottle of wine when it is scanned.  Such information given includes the wine’s description, ratings, and food pairings.  This technology helps customers become more informed on the wide range of wine and cheese offered and assures the store that the customers will return.

            The next section of the article gives some examples of retailers incorporating technology into their business.  The first example explains that Target Corp. uses technology to send text messages to those who register for this service on Target’s website.  The messages give customers information on upcoming grocery specials, coupons, and meal ideas.  The second example explains how fast food chains, such as McDonald’s, Burger King, and Subway, are now using self-service kiosks.  With these kiosks, customers make their own selection on the kiosk and a receipt is printed there.  The order is electronically sent to the kitchen and when the food is done, the customer can exchange the receipt for their food.  The last example of technology used in businesses is Wi-Fi Internet access, which is widely used in coffee shops and bookstores throughout the United States.

            The last section of the article describes how technology can help benefit retailers.  Such technology helps retailers distinguish themselves from other similar stores.  The example illustrated in the article is of Golf Galaxy’s technology.  They feature an electronic golf simulator, ball launch monitor technology, and a PGA instruction with computer video swing analysis.  Golf Galaxy also has a high level of customer service, with the use of customized e-mails.  When a retailer uses new technology, such as kiosks, it helps put the retailer at an advantage over competitors by reaching out to customers, improving service, and tracking inventory.

Now that we have seen the information in the article, lets discuss the justification of the article and how it relates to the textbook.

The article was chosen from the business section of the Omaha World Herald.  Technology is the future and the article is about kiosk technology.  According to chapter eight of the textbook, an intelligent agent shopping bot is a machine with software agents that have built-in intelligence that can gather or filter information and perform other tasks to assist users.  These shopping bots can help customers interested in making a purchase filter and retrieve information about products of interest and allows them to compare their choices with competitor products.  Kiosks fit into this category because it links electronic agents together and gives detailed descriptions about the products the customer wishes to view.  Customers have a better understanding of the products they buy before they purchase them.  The business benefits because it is allowed to collect data and information about customer needs and wants.  This information is crucial to the future of the business.  The information collected can help determine marketing strategies as well.  Links to the web allow for online searches, and marketing is also done on kiosks through the web by linking advertisements with their corresponding websites.

Now that we have discussed the justification for the article, lets analyze it from a business students point of view.

This improved kiosk technology improves the analysis’s for many business owners.  Compared to the old systems which only provided limited product information with the ability for customers to purchase products, the new kiosks has many more functions that benefit not only the customers, but business owners too.  This new technology gives product information and statistics about description, rating, and food pairings.  It also links to the store’s website and the retailers receive feedback on customer’s choices.

Reading this article from a business owner’s view gives insight on a variety of business angles.  A few businesses have started using this technology.  Target used their website links to inform their customers, based on information gathered through the kiosk, on coupons, sales, and meal ideas after purchases.  Fast food chains are using kiosks to allow customers to personally select their orders.  Customers then exchange their receipts for their meal at the counter.

            Seeing how these kiosks are improving these businesses, business owners have room to expand into their own line of work.  Businesses that use this technology to analyze more data and information become more knowledgeable about their customer preferences and selections.  The retailers also use the kiosks to replace cash registers.

They can also use e-mail to inform and contact customers to create an ongoing conversation with customers.

            The kiosks would become a great investment to any retailing business owner.  Having the new system that allows a more personal and beneficial relationship with the customers is hard to resist.  With technology evolving vastly into the future, a business owner cannot help but pass up an opportunity to improve business and this article gives proof how much it contributes. 

            Kiosks in the business world could change the way business is done.  Involving internet capabilities within a company would connect customers and employees to information in new ways.  Using electronic machines to replace labor in the business would cut back on customer service however, the information the customer receives is limitless.