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Technology is giving vending machines new promotional capabilities. As a result, consumer product marketers are beginning to see vending machines as tools to do more than market products for immediate consumption. They are beginning to see vending as an avenue to encourage consumers to buy a wide range of items, including financial services, TV services, vacation packages, and more.

In the past few years, technology players have developed touchscreen video screens and coupon dispensers that can be retrofitted to existing vending machines. These devices, on vending machines, enable consumer product marketers to reach consumers in school, at the work place or in transportation and at entertainment hubs.

The ability to target a message to a consumer in the at-work environment in particular has raised eyes in the marketing community.

In January, Automatic Merchandiser reported on the Quickstore24™, a vending machine that has interactive video touchscreens, multiple payment options, and on-site dispensers that give redeemable coupons. This system was developed by a Walker Digital, LLC, a company that focuses on finding solutions using modern information technologies.

In February, Automatic Merchandiser reported on another technology solution, the SPIO system, that utilizes coupon dispensers and interactive video touchscreens to give vending machines new capabilities as marketing vehicles for consumer product manufacturers.

The SPIO system consists of a coupon dispenser that is installed in the vending machine. When a vend is made, a promotion is dispensed simultaneously. It can be an offer to receive a free item from a restaurant or $5 off a $25 purchase at a retail store.

SPIO provides the dispenser at no cost to the participating vending operator. SPIO provides the operator with coupons, either plastic or paper, in clips that are placed in the machine to be dispensed. The only cost assumed by the vending operator is the labor for installing the dispenser.