SIEMENS
GW: Firstly, get rid of any preconceptions you have. Vending is an industry people love to hate – because it feels anonymous. The vending machine is often talked about with negative connotations in the media and on TV, though there is one Taylor Swift song that references a vending machine rather pleasantly – I’ll let you look that up! This negative perception is the reason why I didn’t tell people
because it sounded better. But it’s actually a wonderful sector to work in, and it’s since become important to me to present the industry more positively. It’s not an old-fashioned industry anymore and anyone who thinks so has not looked at the technological and software innovation. There’s also diversity in the types of roles on offer, whether it’s industry; we’re becoming ever more automated, hybrid working is the norm, and traditional cafeterias are reducing, so the role of unattended retail is becoming even more important. And beyond the UK, there’s a lot of activity to explore. I personally have been fortunate with the opportunities I’ve had to travel, working with American, Japanese and Italian manufacturers, among others. But learning from businesses around the UK has always been a particular career highlight for me too.
KV: Do you think the industry still has some work to do in changing how people see vending? GW itself is important – consider the difference between ‘vending’ and ‘unattended retail’. Vending is perceived as synonymous with promoting unhealthy food choices or bad coffee. In reality, the industry has come a long way and given that pretty much anything can be vended – from many opportunities on offer. What I’d like to see is more brands integrating vending machines
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vending machine, for instance, or the Moët & Chandon champagne vending machine. I’d like to see vending machines being used outside of PR campaigns and within a more long-term strategy. The (vending) machine is a retail destination in its own right!
KV: What’s stopping the industry from speeding up technology adoption? GW: I know adoption is already happening, from screens and issue to further integration is that machines are built to last a nuclear winter, so to speak. That’s a double-edged sword because if you’ve invested in a machine and it’s very old but still works, why would you take it out of service? Machines and new capabilities are expensive.
look like? GW: In future, we will still have traditional looking machines, but they will be equipped to be smarter, providing an enhanced consumer experience. We need to think beyond the obvious – creating Instagram-worthy product delivery. Yes, really! Not only is there a willingness to embrace technology among
operators and manufacturers, I also believe consumers are ready to engage with the ease of quickly getting what they need from a machine; there’s less fear and scepticism. It is an opportune time for the sector and I’m excited see how it will develop.
on 0161 446 5056 or email
vendor.sfs@siemens.com
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