Help Retailers Boost Sales With ID Tag Kiosk Solution

Identifying everything from pets to luggage with a metal identification (ID) tag takes less than five minutes with the Quick-Tag kiosk from Axxess Technologies (Tempe, AZ). "More than half of the nation's Wal-Mart and PetCo stores use the kiosks, and all of the PetSmart locations have them," according to Deborah Camper, director of marketing for Axxess Technologies. "We have a total of 2,500 kiosks in use now. Our goal is to have a total of 3,000 units out by the end of 1999," says Camper.

Axxess Technologies is a privately held company with more than 500 employees. The company began in 1985 as CreditCard Key Corporation. Today, Axxess Technologies manufactures and installs the Quick-Tag kiosk and the Axxess key-duplication kiosk.

Slashing The Tagging Process From Weeks To Minutes
"Many people purchase pet ID tags through mail order," says Camper. "The mail-order process takes weeks. In addition to the cost of the tag, customers pay for shipping and handling. The brainstorm for the idea came from an individual who was dissatisfied with the mail-order system, so he developed the Quick-Tag kiosk. He ordered pet tags through the mail that took weeks to arrive. The tags were engraved incorrectly and had to be returned."

With the Quick-Tag kiosk, customers control the tag engraving process from start to finish. The kiosks incorporate an Elo TouchSystems touch screen on a Kristel monitor using a Pentium processor. Axxess Technologies developed the Quick-Tag software. Other kiosk components include a Star Micronics receipt printer, a Mag-Tek card reader, a Radac cash acceptor (device/slot where customers insert cash for payment) and a metal tag engraver.

"Sample tags are attached to the bezel of the kiosks. Customers can see and touch the tags before making a selection," explains Camper. The tags are available in various sizes and colors. Cash and credit cards are accepted for payment. Credit cards are simply swiped through a card reader. The PetSmart and PetCo locations use tokens that customers purchase at the point of sale. The Quick-Tag software prompts users through the step-by-step process.

"Customers use an on-screen keyboard to type in their pet's name and other information, such as address and phone number, to create a pet ID tag," says Camper. "Once all the information is entered, customers are prompted to double-check it for accuracy before the tags are engraved. From start to finish, the process of selecting and engraving a tag takes approximately two to four minutes, depending on the amount of information being engraved."

The Quick-Tag kiosks engrave ID tags for more than just pets. "Some kids are now wearing ID tags as charms on their shoelaces," adds Camper. In fact, Axxess Technologies recently changed its promotional literature to address markets other than pet and luggage tags. "I have a tag on my daytimer, my cell phone and my backpack," says Camper. The cost per tag ranges from $4 to $7.50, depending on the tag size. Camper estimates that the 2,500 Quick-Tag kiosks now in use have produced millions of ID tags for pets and general purpose tagging.

Retailers Benefit From Added Sales
"Retailers do not pay for a Quick-Tag kiosk located in their store," says Camper. "The only expense a retailer incurs is for the supply of metal ID tags used in the kiosk. Retailers receive a commission based on tag sales."
The 6-foot-4-inch kiosk takes up only 5 1/2 square feet of space. Axxess Technologies helps retailers adapt to the new system with a 15-minute, in-store demonstration. Location of the kiosk within the store is crucial to its success. "Some non-pet stores will place the kiosk near children's vending machines that dispense gum and small toys," says Camper. "Customers think the kiosk is for kids. Kiosk sales plummet. Moving the kiosk closer to an entrance, exit or a point of sale station makes a tremendous difference. Kiosk sales increase dramatically."

Retailers benefit from added sales generated by the kiosks. "It gives the customer one more reason to come into the store," notes Camper. "A customer may come in to get an ID tag for a new puppy and purchase dog food as well." Camper says tie-in promotions, such as with a dog food company, also benefit retailers. "A dog food company can have coupons for Quick-Tag ID tags attached to its product."

Repeat kiosk business is common, says Camper. "People move and need new pet tags and luggage tags," says Camper. "Phone number changes, especially area code changes, are driving people to the Quick-Tag kiosks. Having the kiosks in all the PetSmart locations makes them easier to locate."

One-Call Service
Retailers reap the sales benefits of the Quick-Tag kiosk, without the service headaches. "Any problems with the kiosk are directed to our toll-free number. We dispatch a technician from our network of 150 field service representatives to the store location," says Camper.

Gross sales of $20 million in 1998 are a strong indicator of Quick-Tag's success. Axxess Technologies has also measured the success of its Quick-Tag kiosk in terms of customer satisfaction and repeat business. Axxess Technologies plans to expand its product line to include a tabletop kiosk for engraving products such as wedding and graduation gifts. "The table-top kiosk may require some assistance from store personnel," notes Camper. "However, it will still address customers' needs for instant gratification at a reasonable cost."