Case studies

Cadbury Trebor Bassett gets high-tech makeover

BT redcare is helping Cadbury Trebor Bassett, the UK’s No.1 confectionery brand, to maximise profits for its vending operators by using remote monitoring technology across its network of Cadbury-branded vending machines.

BT redcare’s vend online is enabling Cadbury Trebor Bassett and its operators to achieve maximum returns by providing real-time information about every aspect of the vending management process.

• Cadbury Trebor Bassett, its operators and brand partners receive regular analysis of sales data by brand, location and time to help them determine the most profitable product mix for every machine.
• With vend online, details of all vending transactions are updated regularly and made available via a secure web site to everyone involved in the sales cycle. This means the success of new products can be gauged by all concerned within days of their launch and stock levels can be constantly monitored.
• Operators of Cadbury Trebor Bassett machines are alerted immediately if a machine is approaching an out-of-stock situation or has developed a fault. This is communicated from the remote monitoring system back to any party via a combination of the following channels: vend online, email to a customer-hosted computer or SMS message to a GSM mobile phone.

Cadbury expects the technology to have a major impact on the vending industry. Chris Morgan, Customer Relations Director, Cadbury Trebor Bassett, said: “This technology has demonstrated double-digit sales increases when tested. A vending operator can anticipate what the customer wants and when they want it, and machine downtime is minimal.”

Adrian Riley, Managing Director of Evend Ltd, an established operator which is already benefiting from redcare’s telemetry services in his Cadbury machines, added: “BT redcare has given us a critical competitive edge and our reputation for high standards has grown. vend online ensures we operate efficiently and maximise the profitability of every machine we operate.”

Dave Mikos, business development manager at BT redcare, concluded: “This technology makes a tangible difference to the bottom line for both supplier and operator. Vending is a very attractive route to market, but you need the right tools to really make it work.”

The siting of vending machines in more locations, busier lifestyles and the improved reliability and quality of machines has helped boost vending sales in the UK:

• In 2001, sales of vended products were estimated to be £2.99 billion, with sales of products through vending machines increasing by 25.6% between 1997 and 2001.
• By 2001, there were an estimated 1.1 million vending machines in the UK, compared to 886,369 machines in 1997.
• The largest market sector is refreshment sales, accounting for 61% of all vending sales in 2001. Between 1997 and 2001, sales increased by 31.1%, outperforming overall growth in the vending market.*
• Vending sales are forecast to increase by a healthy 5% at current prices in 2002, with the value of the market reaching £3.14 billion. From 2002 to 2006, sales are forecast to grow by 20.4% at current prices and, by 2006, the value of the market is forecast to be £3.78 billion.

*Includes drinks, snacks, confectionery, sandwiches and meals.
Source: Key Note Ltd, 2001

BT redcare will be working closely with Sielaff (a major supplier of vending machines to Cadbury) to install the equipment at the factory during production and ensure all machines are delivered telemetry-enabled. Operators such as Evend and Snaxgap already operate telemetry-enabled Cadbury Trebor Bassett branded vending machines covering contracts such as BAA, Premier Lodge and NCP. On-site machines can also be easily retrofitted with the telemetry equipment.

Cadbury vending machines are deployed via a large existing and developing database. Cadbury’s Chris Morgan concluded: “The aim above all is to create wide availability of our products to meet consumer needs. Creating innovative solutions in vending is an integral part of this.”

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