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Faced with the high cost of fuel, escalating credit card fees and
market competition, retail merchants who are looking for ways to increase
their in-store sales should look no further than their own ATM. When
considering options for in-store advertising and opportunities for
generating additional revenue, the ATM is actually the most cost-effective
and easiest place to start.
ATMs are an excellent and often overlooked source for advertising
and cross-selling opportunities through advanced functions such
as scheduled ad graphics, branding and printed coupons. By utilizing
these distinct ATM features, retailers can easily promote their
in-store specials and increase purchase volume on any store item.
All Triton ATMs come equipped with the ability to load computer-designed
graphics. Retailers can easily create content for visually stimulating
ads, promotions and coupon information that catches the consumer's
eye, drawing them into an exchange with the ATM that results in
a transaction - cash in hand for the consumer. Advertising graphics
input and content is currently maintained through Triton Connect
software, which allows distance management of all these features.
What does all of this mean for the consumer?
It means more than cash. Consumers will benefit from real time information
about the current promotions and in-store savings. From a public
relations perspective, retailers will win high marks for providing
the convenience of an ATM while providing personalized attention
to the consumer, which in turn makes the shopping experience much
more pleasant and informative.
ATM advertising provides numerous benefits for retail merchants. Retailers
can negotiate a coupon reimbursement agreement with the supplier of
the item on special, increase the level of ATM transactions by tapping
into those opting to use the coupon ,
and develop or enhance customer loyalty with regular store specials.
Retailers can easily manage and track their marketing efforts through
ATM usage. In addition, they can create their own portfolio of advertising
options, all of which may be used at the same time. Advertising
opportunities at the ATM also help to differentiate one retail location
from another.
For example, one convenience chain store rotates specials on coupons
and tracks usage with a barcode printed on the coupon. The coupons
vary with 2-for-1 store product specials or a free cup of coffee.
Delivered in a printed format and dispensed at point-of-sale, coupons
are a valuable source of information for the consumer. Retails can
use coupons to notify their customers of awards, prizes, sales,
or other promotional opportunities.
 As
a leader in the retail market, we at Triton recognize that advertising
and branding are key components in any successful marketing strategy.
We have already established that ATM advertising is a cost-effective
way for retailers to cross-sell products and services, increase revenues
and serve consumers. However, there are other value-added services
associated with ATMs that are currently under utilized in the marketplace.
Retailers can take their advertising to another level by customizing
their on-screen messages, branding and coupons and carrying that information
over to the transaction receipt. At that point, the consumer has not
only seen the customized message on the screen, he walks away
with a printed version of the same ad. Now that is powerful.
ATM advertising is a smart investment. Compared to traditional
advertising outlets, the cost of an advertising campaign is
marginal - even a small response from consumers results in a positive
return-on-investment. Other benefits of a smart investment in ATM
advertising include:
- distance management
- real-time content changes
- ad graphics can be placed in and out of service
- hands-on, personalized attention to consumers
- ability to cross-sell products and services
- local source for increased in-store revenues
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