SIEMENS FINANCIAL SERVICES UK
consumption, and the proposed ban on energy drinks cannot be ignored, the vending sector has had many successes to celebrate.
Financing vending success A
Kathryn Vassilissin, Vendor Finance, Siemens Financial Services UK
s we start the year, it’s all too easy to get wrapped up in our current worries and forget the wins of the previous twelve months. Though economic pressures, stagnation in
1. A better experience all round Today’s vending machines may look almost the same, but the experience for users is much more sophisticated. Cashless payments allow customers to conveniently and quickly access snacks, and smart technology is opening the door to a more personalised experience.
What does this mean in practice? Interactive terminals are offering users new ways of interacting with the machine – beyond simple button selection. The digital interfaces can offer nutrition or allergen info, recommendations based on the time of day, or language selection. They also enable age verification for restricted products. Interactions between the customer and the machine then feed
into real time metrics on consumer engagement. This data allows operators to build a clearer picture of what customers want and respond accordingly. One data-based strategy is to optimise product placement – by placing popular products at eye level or grouping complementary items. A further innovative development is eye tracking technology, capturing information which was previously impossible to see. This technology reveals which products or ads attract attention (and which don’t), time spent looking at each item, what people notice first, and how engagement with the screen contrasts with actual purchasing. Ultimately, both the front and back end experience has been enhanced: users access products they truly want, and vending machine operators can leverage digitalisation and intelligent, connected systems to better understand purchasing patterns, but also improve inventory management, service alerts, and so on.
2. Growth markets In the UK and more widely across Europe, micro-markets and smart fridges are growing their footprint.i
As traditional vending
adapts to new workplace habits, micro-markets offer a flexible solution, “bridging the gap between traditional cafeteria vending machines and the workplace restaurant”.ii
Micro-markets can be fully
personalised for their environments, becoming a dependable and valued outlet for users.
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