Automatic Merchandiser - 28

MICRO

MARKET

SALES

How To Maximize

Micro Market
Promotions
Operators can take advantage of today's systems and
services to quickly add value for the consumer, drive up
sales and boost engagement in their micro markets.
By Emily Refermat, Editor

M

icro markets have changed
many things about the convenience services industry,
including how operators look at
consumers. Once, sales information
was only available as broad pullthrough numbers based on what
products the route driver needed
to restock in the vending machine.
Even with modern vending machine
telemetry and item level tracking,
operators are blind to the individuals at the machine and what product
they might want to purchase.
It is different with micro markets.
Micro markets allow a more detailed
analysis of end users and what products they are buying, and therefore might buy. This is the
ideal situation because
the more operators know
about their customer, the
better they can build
meaningful
promotions and ultimately
improve sales and
value. The right promotion, for example,
can encourage an
end user to skip
the café or conve28

Automatic Merchandiser

nience store on the way into work in
favor of visiting the micro market.
This action indicates that the customer trusts the micro market and
values its service and products.
It can be daunting for operators to plan, execute and measure
micro market promotions with all
the other business operation needs
upon their shoulders. However, by
taking advantage of strategic techCapitalize upon coffee as a driver
into your micro market by offering
bundles with other
breakfast items.

VendingMarketWatch.com

iStock

nologies that micro market suppliers already offer, operators can more
easily achieve all their micro market
promotion objectives.

Get in the promo mindset
"The main thing that we talk about
with our operators is 'How do we
get your customers to bypass every
gas station, grocery store, etc. on the
way into work because they have the
micro market onsite?'" said Anthony
Danna, director of international sales
at Three Square Market.
Danna's answer is promotions,
specifically those tied to a market
account. With as many users as
possible signed up for an account,
operators are able to take advantage
of coupons, rewards, loyalty points
and more, he says.
Mike Johnson, a co-founder of
Yoke, also stresses the importance
of micro market accounts as they
create more opportunities for sales
and touchpoints.



http://www.VendingMarketWatch.com

Automatic Merchandiser

Table of Contents for the Digital Edition of Automatic Merchandiser

Editor's Note: Don't Miss the Open Door
VendingMarketWatch News
OCS Update: NCA Finds Under 40s Love Non-Espresso, Cold Brew
Adapting to Market Challenges Secures Success
How To Maximize Micro Market Promotions
How Design Impacts Your Micro Market
Operators Beat Revenue Numbers With New Locations, Services
Positive Outlook Drove NAMA Show Success
Classifieds
Social Hubs
Automatic Merchandiser - 1
Automatic Merchandiser - 2
Automatic Merchandiser - 3
Automatic Merchandiser - 4
Automatic Merchandiser - 5
Automatic Merchandiser - 6
Automatic Merchandiser - 7
Automatic Merchandiser - Editor's Note: Don't Miss the Open Door
Automatic Merchandiser - 9
Automatic Merchandiser - VendingMarketWatch News
Automatic Merchandiser - 11
Automatic Merchandiser - 12
Automatic Merchandiser - 13
Automatic Merchandiser - OCS Update: NCA Finds Under 40s Love Non-Espresso, Cold Brew
Automatic Merchandiser - 15
Automatic Merchandiser - Adapting to Market Challenges Secures Success
Automatic Merchandiser - 17
Automatic Merchandiser - 18
Automatic Merchandiser - 19
Automatic Merchandiser - 20
Automatic Merchandiser - 21
Automatic Merchandiser - 22
Automatic Merchandiser - 23
Automatic Merchandiser - 24
Automatic Merchandiser - 25
Automatic Merchandiser - 26
Automatic Merchandiser - 27
Automatic Merchandiser - How To Maximize Micro Market Promotions
Automatic Merchandiser - 29
Automatic Merchandiser - 30
Automatic Merchandiser - 31
Automatic Merchandiser - 32
Automatic Merchandiser - 33
Automatic Merchandiser - How Design Impacts Your Micro Market
Automatic Merchandiser - 35
Automatic Merchandiser - 36
Automatic Merchandiser - 37
Automatic Merchandiser - 38
Automatic Merchandiser - 39
Automatic Merchandiser - Operators Beat Revenue Numbers With New Locations, Services
Automatic Merchandiser - 41
Automatic Merchandiser - 42
Automatic Merchandiser - 43
Automatic Merchandiser - 44
Automatic Merchandiser - 45
Automatic Merchandiser - 46
Automatic Merchandiser - Positive Outlook Drove NAMA Show Success
Automatic Merchandiser - Classifieds
Automatic Merchandiser - 49
Automatic Merchandiser - Social Hubs
Automatic Merchandiser - 51
Automatic Merchandiser - 52
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