Why aren't we using POS? It's one way to 'do more with in more' by ProQuest

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onsidering the difficult ecoH nomic climate our industry is ^*^ I facing, it is more important to sharpen our plan of attack. Many vending operators have responded to the current economic climate by seeking ways to reduce overhead. But unlike "doing more with less," I'd like to look at a way to "do more with more."

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									     IN MY OPINION




Why aren’t we using POS?
It’s one way to ‘do more                                                                                            John Martin is business
                                                                                                                    development manager at

with more’                                 By John Martin, Contributing Editor
                                                                                                                    SunBurst Foods Inc. in
                                                                                                                    Greensboro, N.C.




C         onsidering the difficult eco-
          nomic climate our industry is
          facing, it is more important to
sharpen our plan of attack. Many vend-
ing operators have responded to the
                                                    greatly improved their food programs.
                                                    As a result, they are not losing as many
                                                    customers to fast food restaurants.
                                                        But improving the food offerings is
                                                    only part of what they have done. They
                                                                                                     Consider “bundling” or putting
                                                                                                 certain items on promotion. Offering
                                                                                                 “two-for-one” offers will create value
                                                                                                 to your customers.
                                                                                                     Product suppliers are always willing
current economic climate by seeking                 have also marketed these products ag-        to work with you on putting items on
ways to reduce overhead. But unlike                 gressively at the point of sale.             promotion. It means more sales for
“doing more with less,” I’d like to look                Every time a customer pulls up to        them as well as you.
at a way to “do more with more.”                    the gas pumps at a convenience store,            Getting your sales team involved
    We must literally make the vending              the front window of the store is full        with how and what to promote is a
machines shout out to the potential                 of signs that are easily read from the       good idea and it creates interest in
customer to get him or her to shop the              pumping area. That is POS material to        doing something different. The goal
machine. One tool to do this that we as             lure the customer into the store.            here is to get the customer to become
an industry have failed to use is point                 We can learn from them.                  a better customer and make more
of sale (POS) marketing materia
								
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