The new luxury brand outet: the vending machine
Experiencing downtime in an airport, I could not help but notice a vending machine selling iPods and other Apple fit-for-travel gear. Recently in a convention center, I also saw and pondered the Best Buy vending machine hawking products next to the soda machine. Interesting. They definitely fulfilled human communication and entertainment needs at specific needs-based points.
What has really caught my eyes is how the vending machine has transitioned to serve brands and products of the luxury set. Sephora boutiques can be found in JCPenney department stores; yet, the store-within-the-store concept may very well be in the form of a vending machine experience; albeit upscale.
The Body Shop is now venturing into the marketplace with its own ZoomShop. The Body Shop’s products will be available at grocery stores, convenience shops, airports, and potentially more stores.
To the first glance eye, providing access and convenience to shoppers are the main benefits served by brands venturing into this sales model.
As a brand strategist, I cannot help but to inquire the following:
What is the overall brand experience received by shoppers through this sales mode?
Does this mode stay true to the brand’s values? personality? brand promise?
How does the brand best live in this space?
Does access and convenience trump other key brand variables?
With which customers do you gain reach by using this service? Who will participate with this mode? what type of customer will not? What do your customers need? expect from your brand (thresholds of expectations)?
Where will the vending machines be located? Does this reflect your customer well? If at needs-based pulse touch-points, are the products and services reflecting these core needs?
What is the brand experience?
There are wonderful marketing opportunities to be had with this tool…point-of-sales promotions, mobile marketing, and promotions. Yet, it is important that this tool does not dilute your brand. It should garner the participation of key customer groups to strengthen the overall brand.
