Automatic Merchandiser

AUG 2015

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.

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steady at 49 percent credit/debit and 49 percent stored value and 2 percent cash," he said. Leider has been noticing a decrease in the number of people paying with pre-paid cards. "More than half of our market sales are paid by credit/debit cards and they use them just to pay for that purchase at that time," said Leider. In order to grow market card usage, Leider says he will begin giving loyalty points to everyone who uses their pre-paid account, no matter what. Terri Starnes-Bryant, president of Microtronic US indicates that in order to increase pre-paid usage, operators need to be providing incen- tives. "They need to be offering some type of promotion that requires the pre-paid cards, such as spend $100 and get $10 added to your account," she said. "Many of our operators offer bonus funds when loading larger amounts to the market cards. One in particular gives a $5 bonus when loading $50. He's told me the $50 loads are unbelievable." Mitchell suggests promoting pre- paid accounts with traditional and digital methods. "Place clings within close proximity of the product on the shelf or cooler as a reminder when the consumer is about to purchase the product or utilize digital screens that continuously promote the dis- counts the user will receive by using the stored value card," he said. The best method according to Galaida is to focus on the rewards a pre-paid card offers the user. "Pro- mote rather than penalize," he said. "Show them they can earn rewards by using their market card instead of charging additional fees for credit or debit purchases." Among other things, pre-paid accounts allow operators to track purchasing habits and increase cus- tomer loyalty. The question is not if to promote them, but rather how to get more consumers utilizing this feature in the micro market. '' [Operators] need to be offering some type of promotion that requires the pre-paid cards. '' Terri Starnes-Bryant, president of Microtronic US "Raising Performance To New Levels" Quality Liftgates for Every Application Sideloaders, and Conventional models are all part of the THIEMAN line-up. For many years THIEMAN has been customizing liftgates to meet specific needs. If a special need arises, give us a call. From 1000 lb. to 6600 lb. lifting capacities, THIEMAN can provide a liftgate for almost every application. 600 E. Wayne Street • Celina, Ohio 45822 Ph: (800) 524-5210 • 419-586-7727 • Fax: (419) 586-9724 Email: • Website: August 2015 Automatic Merchandiser 23 M I C R O M A R K E T S E C U R I T Y

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