Big Y Boosts Traffic Levels with DVD Rental Kiosks

By  Regina Ciardiello,Editor, Vertical Systems Reseller (VSR)
What if, while picking out your weekly groceries, you were also able to rent a first-run movie for the evening -- all in the same place? Such is the case that was recently introduced at Big Y Supermarkets through the Blockbuster Express branded DVD vending program. Through the BLOCKBUSTER Express branded kiosks, Big Y's customers experience an overall enhanced shopping experience. The reason for this is that this self-service solution creates an additional destination opportunity for Big Y's customers; an average DVD renter visits a DVD vending kiosk eight times per month, in contrast to visiting a video store only four times per month.

Because Big Y wants to of course provide a convenient experience for its customers, and wants them to keep coming back, the BLOCKBUSTER Express branded DVD vending program was a logical win for the supermarket chain.

Peter Dudis, director of grocery sales for Big Y Supermarkets worked directly with NCR Entertainment and the Blockbuster brand to ensure that the DVD vending program was implemented smoothly.

The decision made by Big Y to deploy the BLOCKBUSTER Express branded DVD rental kiosks is one that will undoubtedly set the chain apart, especially since various reports have stated that the marketplace for DVD rental kiosks could be as high as 80,000 kiosks in the U.S. alone.

Since installing the 56 kiosks inside the Big Y chains, Dudis says that while he doesn't have exact numbers related to increased foot traffic at the Big Y chains, he does however note that they "hit the ground running," from the first day the kiosks were stationed inside each of the 56 Big Y outposts. "We had the branding from day one, because we had the right machine, the right technology and the right (movie titles) in the kiosk," he says. "From the first day, we were already 50 points ahead in a 50-point race."

Dudis also notes that by having the kiosks inside, it brings the customer back to the store (to return the DVD, or pick up another one), thus creating a habit. This was something that Dudis took into consideration when deciding where to place the kiosk technology. "We felt it was more feasible to have it (the kiosk) inside, in the front (near the check-out area)."

And at Big Y, Dudis says the supermarket chain would be "willing to try a new and expanded kiosk (from NCR) if offered." "We are extremely pleased with NCR's service level," he says. "They promised to install the kiosks in 56 stores over the course of two weeks, and to make this come to fruition, a month after signing the contract, is phenomenal. This was a quick deal that was done very well, and the fact that it has been basically problem-free was very much appreciated."

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