Micro Markets A revolution in workplace refreshment
As the benefits of contact-free catering become apparent to businesses looking to streamline their canteen facilities, the micro market can step into its own. Here we canvass a cross section of viewpoints from the industry on this potential vending revolution.
Coinadrink – Tom Williams, sales and markeTing manager “The micro market is quite simply the revolution in workplace refreshments. Over the past 18 months there has been a huge shift in the requirements of the workspace. Flexible and hybrid working has become a new normal and this has meant that onsite facilities’ requirements need to change. For some businesses, the traditional canteen facility is now too costly and not flexible enough to cater for their needs. The opportunity is there now for micro market operators to deliver a best-
in-class service through a flexible and innovative solution. Capitalising on the grab-and-go convenience culture alongside a 24/7 accessible solution provides business with a solution above and beyond what a canteen could ever provide. To capitalise on the opportunity in front of us all, it is essential that we, as
operators, understand the requirements of the customer as even though the micro market is innovative and forward thinking, it is hard to replicate some of the product choices that a traditional canteen can offer. Researching suppliers and products is key as almost each micro market will have a unique set of requirements. The big element of importance that often gets overlooked is customer
experience. This goes beyond just product choice and design of the micro market, this is about creating engagement with the customers through promotions, loyalty schemes, gamification, e-mail marketing, push notifications and so much more. All essential to create a memorable experience for the user that keeps them as a repeat customer. This is the biggest single failure we come across when speaking with businesses who either have a canteen currently or even from businesses who currently have a micro market.”
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mondelez inTernaTional – susan nash, Trade CommuniCaTions manager “The need to provide delicious snacks and meals is a constant that is set to continue, so micro markets can provide a perfect solution. The technology to create unmanned facilities is here, while consumer acceptance of more remote retailing appears to have grown through the pandemic. However, to truly capitalise on the opportunity it is essential that unattended
retailing meets the consumer and client needs. The right mix of products from trusted brands, we believe, is imperative to a successful installation. Right products: Meeting needs throughout the day, from savoury to sweet, from treat to boost. Right brands: Trusted brands consumers know and love. Some 49% of consumers say branded confectionery is very important when buying food on- the- go. Right product formats: Portion options which are easy to consume in the environment. Attractive displays help inspire purchase and increase appeal. A neat and
logical display makes choosing a selection easier – but it must also be easy to maintain. To really capitalise on the opportunity, micro market specialists need to
work with those suppliers that not only have a great range but who importantly really understand consumers to ensure the right offer and ranging is in place alongside the right technology, housing and payment system. This is at the heart of MDLZ’s expertise, with years of experience in the
art of effective retail and foodservice display and a deep understanding of consumer needs. MDLZ can offer great advice to operators and micro market specialist installation providers to really capitalise on this opportunity.”
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