Here’s the Ticket!
Two companies, Vengo Labs and Signal 360 are officially working together on an iBeacon network that combines both digital and audio interactivity with approaching mobile devices. The network has been installed on vending machines throughout New York City, Boston, and Chicago in locations that include malls, offices, and colleges. Expansions to six other cities are scheduled within the next six months. Currently these vending machines are attracting customers by advertising unique sample new products such as over-the counter medicines, electronic gadgets, and even contest offers.
The concept of using vending machines as the physical product delivery system for the network adds another dimension to vending machines. The suppliers and owners of vending machines get their message out to potential nearby customers using apps that are triggered when their mobile device enters the iBeacon network range. Currently the average time that the network is engaged with potential customers is 30 seconds, an amazingly long time period.
What this could mean? Once again the vending industry is leading the way and finding ways for vending machines to expand their product lines and increase their relevancy and importance in a fast changing world. We most likely are in agreement that the younger generations prefer interacting with machines rather than with people and even older folks are slowly moving in that direction. Retailers have already jumped on the bandwagon and are using a variation of this technology to attract potential customers to their stores, but nearby vending machines may prove to be a more preferable choice for people to stop and take a good look at a new product after they have received a direct communication about that product or offer on their mobile device rather than entering a store and being confronted with human sales people.
Amusement games such as cranes and merchandisers in street locations can also benefit from this new technology as these machines can also dispense the prizes that the customer was notified about. Playing and having fun is an added dimension we offer. Perhaps video games and other types of redemption games would attract customers to our games and use printed receipts or tickets to convey the offers.
I am unsure if having many games using this technology in a family entertainment center or arcade setting would not ‘overload’ a person, but surely having a few games to attract people to the facility to physically see a new product in one or more of our merchandisers would be a great marketing concept.
The fact is that our industry already has the games and machines is an advantageous starting point. We must be on the lookout for ways to make these machines an important part of everyday life to as large a percentage of the general population as possible. We have been losing ground since the video game boom era ended more than 20 years ago and must find new ways to remain relevant. Perhaps this new technology deserves a serious look.
