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Even as brick and mortar retailing is being challenged by online vendors, an old retail concept is making a strong comeback. Consumers are turning to vending machines for low cost convenience items in a big way. Think about those video vending machines. You can rent a new release for just a buck. They even allow you to go online and reserve your video. This is done by giving your email address when you make a purchase at the machine. The vendor then collects an entire valuable list of email addresses for all its customers. Talk about a hot mailing list! The vending interface instantly creates a list of qualified customers to target. |
Using the high tech vending machines opens up additional marketing opportunities. For example, let’s say your machine sells tooth paste, tooth brushes, and other drug store type merchandise. After you capture the person’s email address, send them a promotion via email. If you were vending best seller novels, you could offer a discount for books or merchandise from bookstores or individual Amazon book sellers. Promotional products don’t only have to be offered through email. Some vendors are actually packing coupons right with the merchandise so when your item drops out through the machine’s opening, there is an immediate reward. Vending manufacturers who sell children’s items are designing an area of the machine that kicks out an inexpensive trinket whenever a purchase is made. This really delights the children who get an immediate free gift.
Make sure you display your web address prominently and clearly on the machines so customers can go online and find where you have other machines located and get more information and details. When you add new locations or lines of merchandise, email your distribution list and update your customers on what’s new. Remember - vending machines can be a wonderful venue for selling and promoting products.
