Automatic Merchandiser - 38

MICRO

MARKET

L AYOUT

AFTER

BEFORE
Serenity Market completes installation in
March 2019 of the micro market at Radiac
Abrasives, in Oswego, IL.

it is something the client would like
to have its own branding.
"It's good to partner with an area
treatment vendor that is able to mass
produce if you're growing at a really
quick rate, but it's also good to have
one that's innovative and progressive," said Sulc.
Trolley House's design team
started out using a micro market
provider that placed its brand on the
shelving and coolers, which wasn't
always cohesive with the branding
from other manufacturers the company used.
"It was kind of an evolution. We
had gone from a typical vending
operator mentality of using the bottlers' assets to perform our business,
and then owning snack machines that
have very little branding to really, for
the first time, thinking about 'Wait
a minute. We're creating a brand for
ourselves at this point, and we need
to brand it so it represents our company,'" Halloran said.
Trolley House then developed its
own look for a micro market with
kiosks skinned to the company's
look and software featuring the look
as well.
"It has a much bigger impact on
the client facility," said Halloran.
"Instead of having a blue and a red
38

Automatic Merchandiser

and a green and all kinds of different colors, now we're better engaged
with complementing the breakrooms
in which we're going into."
Trolley House uses its branding
and logos consistently with custom
colors and countertop styles the client can choose. By installing its own
décor, Trolley House can select products from competing beverage manufacturers as merchandise available to
its clients.
"We think it's the best way to go
from a planogramming standpoint.
It's a little more costly because you're
buying your own coolers, so it's a little
more of an investment upfront. But it
really gives us the flexibility to merchandise our markets with any manufacturer's products," Halloran said.
Trolley House has recently begun
work to standardize cabinetry more,
however. The company acquired a
new, larger facility this year, so it now
has space to develop and store cabinetry that is more modular, which it can
install more quickly, Halloran said.
According to Brent Basch, vice
president of market operations at

VendingMarketWatch.com

June/July 2019

Continental, employers are looking
for concepts that support talent retention and workplace of choice initiatives. Continental's guest experience
team supports the company's mission
to delight its guests, every meal, every
day by creating a culture of engagement that connects with customers
through technology, merchandising,
service and response time.
"Understanding each target audience helps us merchandise to guest
needs," Basch said. The company's design team tailors
solutions to meet each client's
specific needs while presenting a consistent market design
and brand experience that
holds widespread appeal and
remains timeless. Each micro
market features granite counter tops, custom millwork and
lighting, stainless steel coolers,
digital message boards and rich hardwood floors, Basch added.
"Design, quality, service and technology all matter. Listening to clients'
specific needs is critical to customizing a solution for them," said Basch.

Embrace the art of micro markets
Recher said the transition for an
operator from solely vending to operating micro markets is an enormous
mindset shift, and he encouraged
micro market installers to welcome
the challenges involved.
"Embrace change. Embrace technology. Embrace innovation. Test.
Fail. Learn. Repeat," Recher said.
"Don't give up - you'll find success
and what works for your business."
While each micro market from
the multitude of companies in the
industry has its own flair, the art
of micro markets is creating an
innovative breakroom that works
for the client at a reasonable cost
and return on investment. Difficult
choices may present themselves,
but the mission for micro markets
remains.

http://www.VendingMarketWatch.com

Automatic Merchandiser

Table of Contents for the Digital Edition of Automatic Merchandiser