Owning a cinema can be a profitable venture. No matter the number of options for viewing films at home — plenty of people still want that big-screen movie-viewing experience. But as with every business, day-to-day operations pose challenges. A self-service kiosk can not only help to address these challenges, but also offer significant benefits. Here is a sample of just some of the advantages of self-service kiosk technology in a cinema environment.
- Shorter ticket queues. Installing a self-service kiosk in your cinema’s lobby allows for line-busting. Instead of buying tickets at a ticket window, movie-goers instead can choose to make ticket purchases at the kiosk, using touchscreen-based prompts to guide them through the ordering and payment processes and instantly printing their tickets. A self-service kiosk also shortens ticket queues by enabling customers to reserve and pay for their tickets online, and then print them out when they arrive at the theater.
- Easier concession coordination. Coordinating food preparation at the concession stand can be a tough job for cinemas, even if there are several employees behind the counter at any single juncture. Matters become even more complicated when hot foods, such as hot dogs, chicken tenders, pizza, and other fare are added to the concession menu alongside such favorites as popcorn, candy, and soft drinks.
A self-service kiosk, however, simplifies concession service. With a self-service kiosk customers can place and receive their orders more quickly than if they waited in line at a concession stand. All movie-goers need do is enter their order on the kiosk’s touchscreen and proceed to the concession stand to receive their order. The faster orders are placed, the faster they can be ready for guests to take away and enjoy.
Using a self-service kiosk to take orders at the concession stand also makes concession coordination easier by eliminating errors that can occur when employees misunderstand or mishear customers’ instructions (e.g., no ice in a soft drink or no butter on popcorn). Fewer errors as a result of self-entered orders lead to a more streamlined order delivery process.
- Reduced labor costs. There’s no getting around it: Labor is one of hospitality operators’ biggest expenses — and cinema owners are no exception. While you definitely won’t want to — and shouldn’t — implement technology to replace every one of your cashiers, you could certainly trim your labor expenditures by using a self-service kiosk or two in lieu of a few staff members. This could reduce the number or workers needed on a shift or allow you to reassign them to other areas that need more labor.
- Increased customer satisfaction. Shorter lines to purchase or pick up tickets made possible by using self-service kiosks can enhance the customer experience. This, in turn, can boost guest satisfaction and hikes revenues across the board. Leveraging a self-service kiosk so customers can order and receive their concession items more quickly and efficiently without missing one moment of the feature film and maybe even the “coming attractions”, has the same effect.
While it’s true that a self-service kiosk can’t solve every problem you may encounter in operating a cinema, it “projects” a clear set of benefits. The sooner you explore the option of a self-service kiosk implementation, the sooner you can begin improving your profit “picture.”
