E-mail Article
Print Article![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
A market test was recently launched, and the goal is to have a proposition for operators at the National Automatic Merchandising Association OneShow in Chicago.
This machine was a big hit at the last NAMA show. The companies involved were pleasantly surprised by the enthusiastic response from many vending operators. Even while the industry is struggling through a recession and operators aren’t in a buying mood, many operators seem to recognize that the industry has to bring more value to the consumer, and they are glad that some of its traditional manufacturers have taken initiative.
FROM EUROPE COMES ‘BEMOVED’
Our next example hails from across the pond, where Sara Lee International has released information on its Douwe Egberts coffee vending machine. This exciting new vending machine, “BeMoved,” is truly a concept machine at this time, according to Hotske Wesselius, Sara Lee International senior brand manager.
The current model is for demonstration only — with no payment system capabilities. Douwe Egberts is taking a long-term view of this machine.
The concept is really different from what we’ve come to expect from hot beverage vending machines — even from the very latest hot beverage machines. Wesselius said, “BeMoved is about enriching the coffee moment and experience. It also allows the possibility of offering a large set of choices in a very user-friendly way. ”
TECHNOLOGY, DESIGN AND INTERACTION
The BeMoved concept is innovative in the areas of technology, design and interaction. The machine can be operated by means of a large touchscreen, or by activating a motion sensitive camera. Users can choose from a selection of eye-catching interfaces, such as “drag-and-drop” (drag the ingredients into the cup), “explore” (discover your coffee in the “living” tree), and “picture it.”
“BeMoved provides consumers with Douwe Egberts’ liquid coffee. The liquid coffee is customized by each consumer when he or she interacts with the machine and creates their perfect cup of coffee,” according to Wesselius. “The machine has the ability to create many different types of coffee, like a latte macchiato, cappuccino and espresso — all in combination with different flavors, such as vanilla, chocolate, cinnamon, etc.”
It’s about delivering a better shopping experience, allowing shoppers to customize their own perfect cup of coffee. This is how to compete with the coffee shops.
There is an important lesson here. It doesn’t matter if your business is vending, onsite foodservice or OCS. What does matter is innovation! It’s all about constantly improving what you offer and how you present it to your customers.
