Next thing you know, you are slashing prices (see my previous article “The Dreaded P” on ). Dust will collect and you’ll scratch your head wondering what went wrong with your killer product that was so unique. Plopping a $500 scanner down with a piece of POP on a crowded Office Depot shelf will sway no one. Your product essentially requires a demo to close the sale…particularly when your product is relatively unknown. These are also good reasons why other startups may want to consider a similar strategy.Ĥ REASONS WHY AN AIRPORT KIOSK CAN MAKE SENSE Having walked passed them myself many times, I often wondered, who in the world would buy a $500 scanner while on their way to their gate in an airport? Then as I thought about it some more, 4 good reasons came to mind why Neat might want to sell a $500 scanner in an airport. I would imagine that many folks who thrive on tracking every dollar that the household or small business spends would indeed be impressed with this product.Īccording to their website, Neat Receipts now has 16 kiosks in 10 large airports in the US and Canada. Information can be then charted, graphed, tracked, retrieved and analyzed very easily. This proprietary interface (and thus unique user experience) essentially digitizes and organizes your personal finances essentially giving you a digital file cabinet. The Neat Company, headquartered in Philadelphia, sells a line of products which include a $500 scanner equipped with some super slick, easy-to-use organization software.
Neat Receipts is another example of this strategy working as a way to get their product ‘out there’, in a highly controllable channel (your own!) to raise awareness and generate demand.
Young goes on in a subsequent article on to give an example of Rosetta Stone, who used retail kiosks in mall and airports as an early channel of distribution. In Vince Young’s previous article on, he astutely points out that one of the great ways for up-and-coming challenger brands to unleash pent –up demand at retailers is to start by choosing a path to market such as a specialty/boutique retailer.
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