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Mall kiosks offer a unique way in which to operate a retail enterprise -- all of the exposure to the natural traffic found in a shopping mall without the overhead of renting an actual storefront space. However, there are certain special considerations pertinent to this business type to keep in mind, in order to achieve a level of success with a mall kiosk outfit.
The way your products are displayed plays a huge role in the success of your kiosk. If potential customers don't know what you are selling or what your kiosk even is, they may be less inclined to stop and see what you have to offer. Install lighting -- perhaps even canned lighting for a spotlight effect -- around your kiosk to make it look bright, and display products in an obvious way so that people can see your inventory. Mall kiosk design is important.
Because customers are likely to keep walking to their original destination, you have to employ a go-getting staff to attract people to your kiosk. You don't want employees who boldly accost a potential customer or aggressively try to get people to stop at your kiosk. They should be friendly, approachable and knowledgeable about the product or service you offer. Encourage your staff to chat with mall patrons, using relationship-style marketing to attract the attention of a potential customer.
Your location matters for success in a mall kiosk operation. If you are in the darkest and least-frequented part of the mall, chances are that business won't be all that great, and that's something all the signage in the world won't help. Try for a prime location with the most traffic. If this isn't available, strategically place your people throughout the mall, if possible, to direct traffic to your kiosk.
Keep in mind that your kiosk is a small space in which to create an entire storefront feel. Keep the decor lively so that you stand out among the other larger retail spaces, and perhaps place some stools around the kiosk space to encourage customers to have a seat. The more attractive you can make the space, the more likely it is that potential customers will hang around and at least hear what you have to say.
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