Since their early beginnings, micro market environments have evolved from having the most basic look and feel to those that follow proven retail design practices. For an account worth having and for that matter worth keeping, coolers and freezers no longer sit exposed like vending machines. Slat wall merely screwed to the customers’ wall will no longer make do. Wire racking similar to that which might be used in a household garage, being used to display snacks, chips, and candy is a rare sight anymore. Such a basic set up generally accomplishes two things. First, it makes the location low hanging fruit for the competition to swoop in and design a more inviting space. Second, the most basic investment in the location typically leaves unrealized sales revenue on the table.
Operators would benefit from rethinking how micro market racking is used to help their offerings in a way they haven’t previously explored.
“It made perfect sense to place those items near the coffee service station and kiosk within the micro market, and the increase in sales further proved it”
Where we continue to see success with micro market racking is in conjunction with office coffee service and at the micro market kiosk location. When using racking or tiered retail displays to promote baked goods and pastry items near coffee offerings, sales of both have been known to increase. Incremental sales increased when gum, mints, energy shots, and new or discounted products were placed near the point of sale kiosk.
Recently Arizona Fresh Vending (pictured) in conjunction with Fixturelite installed a micro market that followed this very concept. It made perfect sense to place those items near the coffee service station and kiosk within the micro market, and the increase in sales further proved it.
By treating the micro market environment like a convenience, specialty, or grocery environment, an operator sets themselves and their service apart from the vending offering they are replacing. The perception that they’ve merely removed the items from the vending machines and lined the same products along the wall in a different manner goes away.
Continue to think of your market as an interactive and inviting space that welcomes your customers and makes them want to return. Doing so makes each location more likely to generate added revenue and strengthen customer loyalty.