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C O VE R ST O R Y :
S M A R T VE N D I N G
of vending But it is much more — it is about
creating a unique, engaging experi- ence for the consumer using the vend- ing machine. It incorporates not only how they interact with the machine, but also everything that leads up to their interaction. For example, there could be social
media involved — a coupon code being sent via text, a Facebook contest, or a brand sending an instant promo- tion out via Twitter to the fi rst 1,000 consumers who enter such a code at the machine.
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It could also involve their personal
mobile device. Imagine this: you work on the sixth fl oor of a building. Using your phone, you locate the near- est vending machines. The vending machines are located on the third fl oor breakroom. Before you head down there, using your phone you browse the
Promotions
Real-time Status (DEX)
products that are in that spe- cifi c machine downstairs. You can do sort-
User Experience Business
ing and fi ltering based on your dietary requirements. You can even build your "shopping cart" on the phone itself. As you're browsing, you get a coupon from Mars for 25 cents off Snickers. Say you want the Snickers and Fritos. You have the option of using the wallet or other
is a monumen- tal shift that will have a signifi cant impact on the industry. Fundamentally, there is a limit to how much effi ciency can be gained
Intelligence
cashless payment and pay right on your phone. And you can see how many points you added to your loyalty card. Then you go downstairs to the
machine, simply present your phone to the machine and it dispenses the items almost immediately as you hold up your phone without having to press anything on the machine. On the dis- plays, it says "Thank you Sarah, your Snickers and Fritos are dispensing now. A copy of the receipt has been sent to your mobile wallet." The process is streamlined, yet
very rich and engaging. You were able to browse the items at your leisure, review what the top sellers in that machine were, maybe see some reviews from your co-workers, and fi gure out what you wanted without having to waste time standing in front of the machine. That's smart vending.
A shift for operators From the operator perspective, there will be a marked shift from using technology to reduce costs to improving sales. This
Mobile Apps
C ONT INUED ▶ April 2012 VendingMarketWatch.com Automatic Merchandiser 31
