ual consumer purchases and product
manufacturers' promotions, subject
to season product changes and the
introduction of new products.
The level of effective smartphone
marketing apps must be tailored to
each consumer's purchases. Micro
market applications have the data to
identify the date, time, amount and
SKU of each consumer purchase.
Vendors must ask themselves about
this data and how it can be used to
increase purchasing. Blanket generic
marketing will not work. According
to the NAMA Micro Market Opera-
tional Guidelines, to increase sales,
customized marketing must be made
to the top 20 percent of consumers
who deliver more than 64 percent of
the micro market sales.
All these caveats will help the
micro market operator engage each
consumer and increase sales and
increase proftability.
The NAMA OneShow is a good
place for vending and micro market
operators to start developing smart-
phone marketing and payment app
partnerships. Many of the compa-
nies mentioned in this article are
exhibitors. Discuss the issues with
your current RMM and micro mar-
ket company. Six years from now a
growing vending and micro market
industry will involve frst, cashless
vending integrated with smartphone
marketing and payment apps, and
second, linking vending and micro
market individual consumer data to
product manufacturers' smartphone
marketing apps and social media.
ABOUT THE AUTHOR
Allen Weintraub
operates Vending
Consultants Co. pro-
viding research and
consulting services for
product manufactur-
ers, technology companies and individual
vending operators. He can be reached at:
333 Mamaroneck Avenue #239, White
Plains, N.Y. 10605, phone: 914-287-
0095; email: allenweintraub1@gmail.com.
Evaluate the consumer purchase to drive sales
Based on micro market application data, here is an example
data sheet detailing 38 purchases, including SKU and sales
price, that one micro market consumer made during one
month totaling $76.58. In discussion with micro market
companies and smartphone marketing app companies, the
micro market operator should ask themselves:
1. How do I engage the consumer to purchase a "pastry
and danish" every time the consumer purchases a Keurig
K-Cup, not just the 4 times out of 19 coffee purchases?
2. Would Keurig K-Cup coupons to purchase K-Cups for
home use result in added value to Keurig, the micro
market operator and the consumer?
3. What are the average monthly coffee purchases of the
other micro market consumers? Should other coffee op-
tions, e.g., Starbucks, be made available at the location?
4. Why does the consumer not purchase any
non-coffee beverage?
5. How can marketing be used to increase the consum-
er's purchase of "Fresh Food" and "Lifestyle Foods"
currently only 4 times during this month?
Image based on proprietary information courtesy of Allen Weintraub, Vending Consultants Co.
To see the full data sheet go
to www.vendingmarketwatch.
com/11333367
50 Automatic Merchandiser VendingMarketWatch.com April 2014
M O B I L E & V E N D I N G
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