consumers' demands for this new,
unattended retail foodservice. It's a
great business opportunity, but will
its growth be sustained for the next
10 years?
Promotions and payments
U.S. micro market installations are
increasing by more than 1 percent
each year, spurred by consumer
promotions and evolving payment
options. "Consumer promotions as a
means of driving sales probably have
the most momentum right now," said
Elyssa Allahyar-Steiner, vice presi-
dent of sales and marketing for Avanti
Markets. In many micro market sys-
tems, the software allows operators
ways to offer purchasing incentives to
end users that they didn't have with
vending machines. "We're starting to
see these consumer promotions devel -
oped not just by operators, but sup-
pliers and affliate groups like USG,"
added Allahyar-Steiner. Operators
beneft from these programs, which
often involve the end user buying X
number of products and getting the
next free. "Operators who are taking
advantage of these promotions from
suppliers or affliate groups don't
have to eat the cost or revenue loss of
the free item," said Allahyar-Steiner.
"In most cases the full price of the
promotion item is reimbursed to the
operator by the supplier/affliate, usu-
ally in the form of a rebate."
Alternative payments have also
evolved. Micro markets have taken
credit cards since their inception and
a few take cash, but something new
on the horizon is payroll deduction.
"Operators using it are reporting a lift
in sales of as much as 30 percent," said
Allahyar-Steiner. It's seen as another
employee perk by the location. The
customer has to sign up frst and
then that additional payment option
appears on screen when the market
card is scanned. The operator pres-
ents these charges through a fat fle to
''
Consumer promotions
have the most momentum
right now.
''
Elyssa Allahyar-Steiner, VP Sales/Marketing, Avanti Markets
October 2014 VendingMarketWatch.com Automatic Merchandiser 33
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