here's a lot to learn by looking out-
side of the industry for ideas on
how to enhance the micro market
segment. In fact, since the inception
of micro markets, operators have been
told to think of this new concept as
a small retail store, quite unlike the
vending machine.
Because operators have been
told to think and act like retailers
in their micro markets, it is essen-
tial to look at the convenience store
(c-store), restaurant and grocery
channels for ways to enrich micro
market sales and improve the micro
market experience.
The closest model
First and foremost, operators should
look at the c-store segment, as it is
the closest model, and opponent, to a
micro market. In fact, micro market
operators should be visiting this com-
petition on a regular basis, says Greg
McCall, vice president of Five Star
Food Service. He notes that operators
can gain valuable information from
stepping into a c-store and analyz-
ing several things: pricing, promo-
tions and merchandising. "Pricing
by category is an idea we took from
c-stores," he said. "It's important to
see how that segment prices their bev-
Look Outside To
Improve Within
By Adrienne Zimmer, Managing Editor
Take marketing ideas, best-seller data and
merchandising knowledge from c-stores, restaurants
and grocery to boost micro market sales.
T
Promions
Produc t
t rends
Pric in g
Loyal t y
progra m
Resta urants
Groc e ry
sto res
c-sto res
24 Automatic Merchandiser VendingMarketWatch.com October/November 2016
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