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The young consumers who grew up with iPhones, digital video entertainment, iPods and wi-fi are becoming the new work force. Just observe people in shopping malls, transportation terminals, lounges and waiting rooms.
THREE CONCEPTS ALREADY IN THE FIELD
Here are three important examples of the blending of vending equipment and kiosks and digital signs:
1) The Coca-Cola interactive vending machine from Coca-Cola, Sapient and Samsung.
2) The diji-touch snack vending machine from Kraft Vending & OCS, Samsung and Crane Merchandising Systems.
3) The Douwe Egberts BeMoved coffee vending machine from Sara Lee International.
The keynote speakers at the Self Service Expo in New York City were from companies succeeding in “monetizing” kiosks and digital signage by delivering products with vending transactions. “Monetizing” refers to getting financial results (i.e., sales value) out of an existing application — in this case a kiosk or digital sign.
One of these keynote speakers was Keith Berman, senior marketing manager for strategic partnerships at Coca-Cola Co. In his presentation, Berman explained how the company transforms simple transactions into brand interactions.
Coca-Cola has 150 Coke interactive vending machines deployed at shopping malls around the country. The company is focusing on changing the way it works with teens.
The interactive vending machine resulted in the soft drink vending machine being moved from bathroom hallways to front and center in the mall atrium. Improving where the machines were placed generated more sales and much more brand exposure.
