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Overcoming challenges Despite ReFresh's success, the tran- sition into the vending arena had its early obstacles. Once ReFresh began adding vending, the way the com- pany operated changed drastically, recalls Brown. The company went from a warehouse with hand soap, glass cleaner and paper towels to a space full of fresh pastries, soda and food. "There was a learning curve and a need for seriousness," said Brown. "We had to honestly consider the fact that we had a lot of different things in the same building." The company moved to a larger space to accommo- date the increased and varied SKUs and the way the company received and stored product was analyzed carefully to maintain safety and product quality. The biggest change came in the way that ReFresh ordered items. "You have to order almost just-in-time plus 10 per- cent," said Brown. "We get semi trucks five days per week and we had to learn to order so that we have a flow." The company learned to organize and move 35 pallets of product (weekly) within minimal space, efficiently. Not only was space an issue, but ReFresh had kickback from employees when it launched into vending. "They [employees] thought that by adding a new service, we were going to get rid of janitorial. There was a lot of worry, but that wasn't the case at all," said Brown. "I wanted to keep growing our company and expanding services was a way to do it. We didn't get rid of janitorial and we won't — it's the foundation on which our company was built." Though the learning curve was steep, Brown continued to push for- ward, keeping his customer at the cen- ter of the operation. The personal touch ReFresh strives to ensure that each consumer experience at the vending machine point of sale is rewarding. To meet that goal, Brown and his team created 'My Support.' "My Support is a program where customers who experience issues at the machine can text or call our 'My Support' program number listed on the vending machine and get connected with a representa- tive right away," said Brown. This program not only improves the cus- tomer experience, but it helps ReFresh improve as a company as well. A focused and dedicated customer experience isn't the only thing that sets ReFresh apart; a good employee experience is important to the orga- nization, too. The ReFresh team is the backbone of the company, says Brown, whose wife, Victoria, oper- ates the company as president and 44 Automatic Merchandiser VendingMarketWatch.com February/March 2017 O P E R A T I O N P R O F I L E @FixtureLite COLLABORATE The entire Fixturelite ™ team will be on hand to help you assemble success in your business. NAMA OneShow BOOTH 1609 MARKET Make every visit count in your micro market. Learn how digital signage and marketing services from Fixturelite ™ can increase daily sales. LEARN NAMA Knowledge Source Partner and Marketing Expert John Healy will be on hand, providing free consultations and feedback on expanding your reach and growing your business. DISCOVER See new fixtures for 2017, including E-squared™, a new element for success in today's workplace café. DESIGN We'll be demonstrating the impact that the Fixturelite ™ design tool and virtual break room tours can have during your customer interview. ™ WHERE SUCCESS GETS ASSEMBLED SM