Automatic Merchandiser

APR 2014

Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.

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ket consumers who only purchase by credit/debit cards, and do not engage all the consumers 365 24/7. Avanti Markets, Microtronic US and 365 Retail Markets plan to dis- cuss their developments to integrate smartphone apps with their micro market applications at the NAMA OneShow. During a January 29, 2014 webinar, Three Square Mar- ket encouraged its users to explore the company's smartphone applica - tions. In a follow-up phone conver- sation with Patrick McMullan of Three Square, McMullan discussed the possibility of removing the kiosk and just employing the smartphone as a complete application for pay- ments and marketing. In addition, Nutrition Pavilion will be introduc- ing at the NAMA OneShow a new technology that will change how consumers purchase products in a controlled environment. Micro market operators should have several questions regarding the effcacy of such integration. First, are the micro market compa- nies prepared to support the smart- phone marketing app 365 24/7? At the 2013 Customer Engagement World Show in New York, N.Y., presenters like BYNDL and Scan- buy explained the infrastructure required for smartphone marketing apps to succeed. Promotions, cou- poning and consumer data mining must be based on analyzing individ- Manufacturers need to pay new marketing payments In this age of Customer Life Time Value data or CLTVs, new forms of product manufacturer payments are required for smartphone marketing and payment apps to be successful. Operators who, through smartphone cashless and market- ing apps, can share product manufacturer promotions with consumers, provide data about individual consumer purchases as well as the results of such promotions, and link such consumer purchases to the product manufac- turers' apps and social media will require new marketing payments from product manufacturers. Such new market- ing payments should be based on the quality of the data associated with such product purchases, specifcally: 1. The highest product manufacturer new marketing payments should be paid to vending and micro market data identifying the individual consumer making the purchase, sharing the payments with the consumer and linking to the product manufacturers' smartphone and social media apps. 2. The next level of product manufacturer payments should be paid for vending and micro market data identifying the vending machine and micro market where the prod- ucts were sold through remote machine monitoring units and micro market internet connectivity. 3. Finally, the lowest level of product manufacturer payments should be paid for the traditional product purchases made from vend product distributors. When product manufacturers pay these new marketing payments for the individual consumer data then the vending and micro market industry will thrive. 48 Automatic Merchandiser VendingMarketWatch.com April 2014 M O B I L E & V E N D I N G Coee compliments of employer. But the perfect roast, that's on us. Call us for samples. gavina.com/vend Our most distinctive roast, available in single-serve. At Gaviña, we believe that "offce coffee" and "gourmet coffee" should be one and the same thing. Four generations refning our family roasting process helps ensure the single-serve cup offered in the break room is the equal of the cup at your favorite cafe. © 2014 F. Gaviña & Sons, Inc. autm_44-51_0414SmartphoneVending_F.indd 48 3/21/14 12:08 PM

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