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WebTrends Tests HMV Kiosk Behaviour
Online analytics firm WebTrends has partnered with music, videos and games chain HMV to track user interaction with the retail giant's in-store transactional and information-point kiosks.
The kiosks were introduced in November to serve as docking stations for customers to pay for and download music onto USB keys and flash drivers. Customers can also use them to view trailers for films and games, access product information, and check in-store product availability.
'This project represents a blurring of the lines between the online and offline shopping experiences,' said Nick Sharp, VP and General Manager of WebTrends EMEA. 'We are working closely with HMV to inform development decisions by providing key insight into customer interactions with the kiosks - from the products users search for most frequently to the primary drivers behind kiosk use.'
Kiosks are now being trialled at HMV stores in Westfield, High Wycombe, Reading Oracle, Terminal 5 and Covent Garden to see how consumers use them. WebTrends will be reporting on the kiosks throughout Christmas before the rollout is continued in the New Year.
David Elston, eCommerce Manager for HMV says that the move is a key step forward in adapting the offline shopping experience to modern consumer behaviour.
'Having brought the online environment into stores, it was crucial to understand how people interacted with the kiosks, and web analytics plays a pivotal role in that process. When you're working with the web site it's much easier to see what's going on, but to have the same level of insight for the kiosks it would literally be a case of watching over people's shoulders.'
Web site: www.webtrends.com .
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