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NAMA National Automatic Merchandising Association “Which Comes First The Customer Or The Competition?”

There's no such thing as a "captive customer" these days.

Goshen, New York – Vending and onsite foodservice operator are facing their most challenging operating issues as high gas prices take discretionary money out of their customers’ pockets. There are fewer coins in customer pockets to spend for lunch, snacks and hot and cold beverages. And – there are aggressive competitive marketing efforts against these same target consumers, as convenience stores and fast food restaurants introduce new food and beverage products and execute intense marketing campaigns pull customers away from the cafeterias and lunchrooms.

Paul Schlossberg of D/FW CONSULTING will be presenting an educational session at the upcoming National Automatic Merchandising Association’s National Expo on October 27, 2006. His topic is, “Which Comes First the Customer or the Competition?”

Onsite and vending customers are time-starved and cash-strapped. They are so constrained by high gas prices that they are cutting back on dining out – including workday meals and snacks.

The pace and pressure of competitive activity is increasing dramatically. Now its chain drugstores on almost every corner - merchandising candy, snacks and cold drinks just like convenience stores do. Fast food restaurants and convenience stores are focusing on capturing at-work customers - there's no such thing as a "captive customer" these days. Starbucks and other coffee shops build new stores with drive-thru windows.

How should vending and onsite foodservice operators react and adapt to these changing conditions? What's driving all of these other foodservice and retail operators? There are three things you must understand.

1. Convenience customers have changed. Their needs are different from what they were just a year or two ago.

2. Customer loyalty is a fleeting thing. In every retail and service situation, fickle customers are easily disappointed and will leave you in an instant.

3. It's easier than ever to steal business, versus creating truly new, incremental consumption. Customers in other channels are seen as opportunities.

Schlossberg’s presentation will address the challenges facing the industry now. His focus will be on how to:

1. Sell more when gas prices are high – a serious issue when your customers are lower income earners on fixed daily budgets.

2. Compete effectively against convenience stores, fast food restaurants, chain drugstores and the many other foodservice alternatives that your customers have.

3. Understand how and why customer behavior is changing by looking at how shopping is changing across the major retail venues including supermarkets.

4. Design your vending banks for profit – something the fast food chains are doing to upgrade store environments and drive profitable sales increases.

5. Capitalize on the new definition for convenience – some big stores are more convenient than small stores, including your vending banks.

6. Be a better marketer – you cannot afford to be solely dependent on your location to generate business.

Schlossberg said, “There are clear indications that we are seeing a long-term change in how our customers shop. This will impact vending and onsite foodservice operators as much or more as it is changing the landscape for supermarkets, mass merchandisers and department stores. Competing channels are already adapting to these changing conditions. It will take new strategies and tactics for vending and onsite foodservice operators to win in this challenging environment.”

Paul Schlossberg is President of D/FW CONSULTING and is a 30-year veteran of the food industry. His experience includes assignments in sales and marketing management, new business development, mergers and acquisitions, channel development, and strategic planning. Based in Goshen, New York, D/FW CONSULTING specializes in branded product and market development projects. Client assignments concentrate on new business programs and key account sales development in foodservice, vending, convenience stores and other market segments with strong impulse purchase potential. The company was founded in 1993.