We’ve all spent countless hours in a shopping mall. It’s just what we do, especially around the holiday season. Have you ever noticed that most shopping centers have a Proactiv kiosk? I’m sure you’ve seen one even if you didn’t notice it. A Proactiv Kiosk is basically a huge box display that sells Proactiv products. Now, if you’re not familiar with what Proactiv is then you need a whole lesson in skin care in itself. In short, it’s a brand that helps treat acne with their proprietary advanced treatment solutions. The kiosks are display cases that allow consumers to purchase products at their leisure and convenience. These kiosks operate in the same manner as any other box selling vendor, they are self-serving stations that allow you to purchase desired product.
The Spawn of the Proactiv Kiosk
If you’ve ever found comfort in using a vending machine to purchase anything, then you’re going to love the Proactiv kiosk setup. You can basically have a full acne treatment setup in a matter of minutes. You don’t have to talk to a sales rep, you don’t have to wait for the product to arrive at your front door. All you have to do is purchase Proactiv using the serving technological setup.
Is this a great setup for Proactiv?
I’ll let you be the judge of that one. What I will say is that the novelty of the Proactiv kiosk setup seems to be dwindling. It’s not nearly as popular as it once was. There are still consumers that choose to shop via the kiosks. However, I’ve not seen as many kiosks popping up as I have in the past.
Proactiv Kiosks – Background
Proactiv was founded in 1995 and it instantly became a household name. At one point, it was the most well-known acne treatment product available on the market. Proactiv products were first marketed and sold via direct mail. They also sold the product through the Proactiv website. Nearly a decade after the company created the product, the founders decided to try out a new marketing and sale approach. Avoiding the typical scammy MLM approach, they decided to instead buy space in large malls and shopping centers where large groups of shoppers were located. These original kiosks were manned and they had a sales rep that would answer any product related questions. The sales reps would even give you a free skin consultation to let you know how good or bad your skin actually was. These types of kiosks worked well for quite some time. They allowed curious consumers to ask questions and become informed about the product. The kiosk rep was a brand consultant in a sense.
Along Came The Boxes
After years of having a lot of success selling Proactiv via manned kiosks in shopping centers, the company decided to roll out with the second kiosk phase. This time, it was going to be the kiosk boxes. These boxes allowed Proactiv to still have a presence in the local market without the added cost of manning the kiosks. At the point of introduction, Proactiv was already a prominent player in the acne treatment market and there really was less of a need to inform consumers of the products that were available.
You might see Proactiv being sold at kiosks and on television, but what you won’t see is the product being sold in retail stores. Proactiv believes in retaining control over their products and controlling where the product is being sold is their way of maintaining that control. They have however done a lot of ambassador marketing with famous celebrities. Proactiv may not have wanted to put themselves on the same shelf as competing brands and the only other way to get close to consumers was the kiosks. The only other option would have been for Proactiv to open their own retail stores throughout the United States. This would have been costly and a huge undertaking. In an attempt to not impact profits, they settled for the manned kiosks and kiosk boxes. The first kiosk box popped up in 2007 and it was the most cost-effective way to reach customers to date. No added overhead and consumers could buy at their leisure.
The Main Problem
The Proactiv kiosk was a fantastic idea when it first came to fruition. However, there’s a downside to this style of product selling from a simple metal box that’s meant to act like a vending machine. For starters, you’re not really selling the product. You are only providing a local place for the product to be purchased. I consider selling to be more than just a transaction of money for goods. The kiosk boxes have no customer reps to inform customers or help them make buying decisions. This likely will lead to sales being lost. It’s probably a great opportunity for return customers but as far as acquiring new customers is concerned, I’d say the kiosk boxes are not all that great. You’d be better off contacting us here at Skincare.net or even reaching out to your dermatologist for some suggestions, versus staring at a metal box scratching your head or face.