More and more, companies are making vending machines an important part of their product distribution strategies. Vending machines enable products to sell in more locations at a lower cost than in traditional retail shops since the real estate expense is usually lower, and other than restocking the machines, labor costs are non-existent. In most cases, there’s no competitive clutter around the machines and the products are the only ones in their category at that spot. There’s also strong advertising value because vending machines can be uniquely branded. In many vending locations, the products are more likely to get noticed than when hidden inside shops. What follows are 8 of the cleverest vending machines I’ve seen, and why I think they’re strategic.
1) Benefit Cosmetics has a strategy of placing fun pink vending machines in airports around the world. Their products stand out more than if hidden in an airport shop amid the competitive clutter of other duty free cosmetics; The trademark bright pink color, unusual in a vending machine, attracts attention; Women who are waiting for planes and have time to kill, are more likely to look at the full range of offerings, increasing awareness of the total product line; These vending machines solve a problem for women who may have forgotten or run out of certain make-up items, and as a result, non-Benefit users as well may try their products.
Read the full article at Forbes.com.