Automatic Merchandiser

MAY 2012

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.

Issue link: http://automaticmerchandiser.epubxp.com/i/62876

Contents of this Issue

Navigation

Page 22 of 71

S E L F C H E C K O UT MA R K E T S frequency of sales and the number of items purchased at each transaction. Each consumer is unique. Look at consumer's 11039462 purchases of Toggi Chocolate Wafers on July 13 and 14. Should a "reward" pro- gram, once a month, be offered to consumers who purchase the same products on a regular basis, such as a "buy two and get one free" offered by many CVS pharmacies? Convert to stored value card The market report shows, start- ing with the blank fi elds under the "consumer" heading, the purchases made by credit/debit cards. The micro market operator has a dual incentive to convert these pur- chases to the stored value account card: 1) to eliminate the credit/ debit card fees, and 2) to identify specifi c promotions to these con- sumers. Finally, the micro market opera- tor should work with the product manufacturers to coordinate micro market promotions with the prod- uct manufacturers' national and regional advertising and promotions. For example, Coca-Cola and Kraft had a joint Super Bowl pro- motion advertised in the New York metropolitan area. New York area micro market operators could have taken advantage of this advertising to convert non-users to consum- ers. These product manufactur- ers' programs and advertising are calendared for at least six to nine months. Micro market operators should know these programs, have the ability to implement them to attract new consumers, and ana- lyze the effectiveness. The ability to analyze the impact of the product manufac- turer's programs on individual consumers places the micro market operator in the forefront of the second decade of the 21st the micro market operator cannot analyze sales by consumer and stock keeping unit (SKU), micro markets will just be a stagnant, back-water retail channel compared to the dynamic developments in other retail channels. Micro market operators need sup- port in analyzing this data. But given the current contracts with micro market companies, the question arises: who owns the data? Micro- tronic US and Breakroom Provisions agree that the data is the property of the micro market operator. In its contract, Microtronic US states that "Client (micro market operator) shall own exclusive rights C ONT INUED ▶ ENTER TO WIN AT: century. If www.winamarket.com The MicroMarket Leaders Join us at the NAMA ONE SHOW, booth #1031. www.365smartshop.com May 2012 VendingMarketWatch.com Automatic Merchandiser 21

Articles in this issue

Links on this page

Archives of this issue

view archives of Automatic Merchandiser - MAY 2012