Matalan introduces in-store multi-channel selling

Touch-screen kiosks have been deployed in the retailer's new High Wycombe store

Clothing and homeware retailer Matalan has implemented two self-service electronic point of sale (EPoS) kiosks in its new High Wycombe store, to encourage cross-channel shopping.

The touch-screen kiosks are locked down to Matalan's online site, which enables users to browse the company's entire product range, including items that might not be in stock at the store.

"We recognise a shift in our customers shopping behaviour, and are looking to use technology to service customer requirements however they wish to engage with us," said Ross Williams, Matalan's e-commerce trading manager.

"Products may not be available as a result of the store's size, but this service enables customers to view our whole range in store. With our web site being launched 18 months ago, this seemed like a good time to venture into multi-channel selling," he added.

Manufacturer Protouch developed and installed the Xen X4 kiosks, which feature a keyboard and 80mm receipt printers.

"The entire installation process was very smooth. The biggest challenge at the time was lining up Matalan's web development team with the Protouch guys so as to enable the order confirmation printouts," said Williams.

"However, that was successful and our biggest challenge currently is going to be around obtaining quantitative data relating to user interaction within the store to see how effective the kiosks are," he added.

"We plan to do this by providing customers with training by staff, who can then observe any problems users have with the service."

The Epos kiosks were launched at the store opening in High Wycombe on 18 November.