Understand the client and adjusting operation are obstacles for vending machines

Despite the potential to double the size of the market in the next two years, the market for vending machines or vending machines still need to evolve their products and adapt to the Brazilian consumer to ensure your success. "The big deal is that the market needs to put in focus the needs of shoppers. They [the machines] are imported, but must be customized, "says the CEO of Croma Marketing Solutions, Edmar Bulla. According to him, adapting the business model so that the market can, in fact, take off. "Today, most of the machines are of hot drinks. It's not contradiction this occurs in tropical country? We have great number of offices in São Paulo. I wonder if I can only offer hot drinks? "asks. "We saw unsuccessful experiences, such as the case of some ' flower ' malls but is that was what people wanted. Or they were in the right places? It is necessary to know what the consumer needs ", reinforces it. To give you an idea, in Brazil, there is a machine every 2500 people. In Japan this ratio is one every 48 people, and in the United States rises to 118. According to him, there are some variations of machinery – as seen in subway stations have emergency products, such as umbrellas and cell phone chargers. This, however, is only a small piece of what could be explored. "The assortment is still poor." Between the segments that tend to have a large growth in vending machines are the ready-to-eat foods and beverages, cosmetics and products sold in pharmacies. "Are segments that present the greatest potential for innovation," places. According to him, the vending machines are part of a global trend of retailing. In research conducted by the consultancy, was found that 43% of the respondents believe that the most important technology self-service for retail and the machines are inside it. "It impacts on retail configuration. Out the seller and enters the consumer ", summarizes. The President of the Brazilian Society of retail and consumption (SBVC), Edward Land, goes a little beyond, and cites a chance-albeit at a distance – is the mini market without attendants. "Is a variation of the vending machine. In it, you check in on the cell, activates the means of payment, and the camera displays what products you take. You can put 50 convenience items, fill up once a day and implement in condominiums and ballads, "he says. The initiative, however, still must take to reach the Country. "You could make a point of sale in any place. Even if you rent. Usually the expensive isn't rent, but the workmanship ". The question now is where will the next innovations: machine operators, or retail industry? Even with a market in its infancy, it is already possible to see in Brazil a consolidation movement. One example is the acquisition of the Gran FastGood Coffee earlier in the year. According to one of the former partners of FastGood, Fernando Ladies, healthy eating has a great potential for growth among the vending machines, especially with the call "fitness wave" of consumers paulistanos, region where the company operates. After dominating the corporate market, he says that the plan is the company to explore other venues of large flow. Another company that signals that even the traditional market has gained strength is Mr. Kids, which sells toys and sweets. Today the company has 140 franchisees in Brazil and the goal is to close in 2018 other 45 or 50 new contracts. According to the Director of the franchise, Antonio Chiarizzi, for this year, one of the "golden opportunities", is the Northeast. Last year, the company had an increase of 24% of revenues and the expectation is high between 30% and 35% this year.