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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Page 39 of 47

usiness as usual will ultimately destroy you. As a business owner, operators must constantly analyze the strategies with which they go to market. They must also know that the successful programs they use today will eventually wither, leading to a slow decline in sales. Therefore, operators must be vigilant in innovat- ing their business model by assessing opportunities and voids in their area. This constant evolution of strat- egy is a fundamental business prac- tice of many successful operators. In discovering ways to differentiate themselves and grow revenues they look to three areas, which help them determine the best course. Innovate by looking at customer needs Since service is at the core of any good vend- ing, micro market or offce coffee service business, looking to the cus- tomer for ways to enhance service is a must. "Be an innovator based on customer needs," said Jonathan Scott, CEO of Capitol Coffee Systems, headquartered in Wilmington, NC. When his father frst started the OCS business, he made a strategic opera- tions decision that seemed simple, but wasn't. Give the customer what they want. Many customers had been forced to order entire cases of a single type of beverage or favor of snack, even if the location was rather small. Customers didn't want to order that much of a single product, so Capi- tol Coffee Systems offered custom- ers delivery of mixed cases. It was something no one else in the area was doing, recalls Scott, and truly met the customer's need for variety. "Being able to offer customers the chance to customize their service at the product level gave us a leg up," Three Ways To Innovate In Your Business By Emily Refermat, Editor Revenue growth comes from developing new strategies that win over customers. B BUILDING BLOCKS FOR SMALL- AND MEDIUM-SIZE OPERATIONS B U S I N E S S B A S I C S iStock 40 Automatic Merchandiser August 2015

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