One of Kraft’s next moves will be to determine a business model for vending operators, Guzzone said. While the intention is to sell machines to operators, Guzzone said Kraft is looking at ways to subsidize the costs so that the purchase of the Diji-Touch is comparable to other snack machines.
Another goal is to be able to use the machines as an advertising medium. Guzzone envisions this function being handled by an outside party. “The operator doesn’t have time to sell advertising,” he said.
While it will be several months before Kraft has the information needed to develop a model for commercial advertising for Diji-Touch, the promotional advertising Kraft has already done for its own products in the machine has impacted the sales of those items. For these items, there is a banner that appears across the top of the screen when the item is selected.
Other innovations are also in the works for Diji-Touch.
The machine has audio speakers that can add a sound component, thereby enhancing the interactive experience, Guzzone said.
The machine also has an imbedded camera that can be used for several purposes.
One immediate benefit the camera can provide is to help identify anyone who vandalizes the machine.
The camera, by counting users, will also be used to help Kraft gather demographic information on users.
In addition, Guzzone said the camera will allow the machine to offer creative promotions; users will be invited to have their pictures used in social media promotions.
The field of interactive touchscreens continues to evolve along with mobile commerce and Internet commerce. Hence, the Diji-Touch machine will find new uses as it rolls into the vending market.
In the near term, Kraft hopes to formalize a business case for vending operators. Guzzone said it is reasonable that 100,000 machines could be installed in a 5-year period.
The Diji-Touch machine, while still in its pilot stage, is reinventing the vending experience.