Birmingham’s Bullring shopping centres wanted touch screen kiosks to do two things. The primary purpose of the kiosks was to provide a wayfinding service, so that customers could find out where certain stores were located within the shopping mall.
Secondly, the Bullring offers a gift card, which can be topped up in any Bullring store or online, and the value on the card can be spent at any store throughout the Bullring. Cammax installed swipe card readers to the Bullring kiosks so that shoppers could swipe their gift cards and see how much value remained on the card. These two facilities resulted in increased sales for the Bull Ring. The wayfinding enabled shoppers to get to their favourite stores quickly and easily, and the gift card checking encouraged shoppers to gift more money onto gift cards, and made the gift card system much more accessible to all.