From the case study, it looks to me like they are saying that 17% of the printed coupons were redeemed, and of those most were redeemed the same day. 17% of the 295k number printed is about 50,000. Sounds like a lot but they do say there were 500 stores with the kiosks, implying they were all being used. That equates to 100 printed per store over 5 months, or less than 1 per day. They mention 7 campaigns growing to 20. Not enough information to gauge - but it does seem to me that very few people are stopping to print out a coupon.
And it also seems to me that that even with just one campaign they could run it 24 hours a day and the avg person would be exposed to it maybe once or twice a month, so I'm not seeing how an increase in the number of campaigns is going to make a big difference, though it may make some if the display can get people to stop and review more than ONE offer at a time, but if it is just one offer at a time I don't see the redemption rates going up that much with more variety offers over time, even though they will be able to determine the most effective ones.
It may be an exciting technology that gets people to stop and look but if the end result is that only 4 or 5 coupons are being printed per store per day and only one of those is actually being redeemed, this simply isn't going to work..
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