Automatic Merchandiser - 35

local government helped
this vision along; they built
the largest industrial park
in the United States just
15 miles east of Reno. The
local economy diversified very quickly as Silicon
Valley technology money
started pouring into this
small metro area with only
450,000 people."
A FRESH START

Tahoe Vending opened
their northern Nevada
warehouse doors in July
2018 (the Yuma branch still
operates as Sonoran Coffee).
Duxbury now travels back
and forth between Reno
and Yuma, and three out of
the company's four partners
relocated to Reno along

with many of the company's
middle management, drivers
and technicians.
"We had a completely
fresh start," he recalled.
"So, the first question was,
'What technology do we
want to use?'"
Duxbury said they
decided they wanted to own
every machine outright.
They bought new vending machines with built-in
credit card readers and RFID
capability (enabling customers to use mobile payment
options such as Apple Pay)
from Crane Merchandising Systems. They were also
starting to see the value in
the capability to advertise
digitally through their equipment's touchscreens.

"Crane was really at
the forefront at that time
in pushing advertising," he
said, noting that ADA compliance was another benefit
Crane's machines offered.
"They were starting to work
with multiple different vendors in developing advertising contracts. We went
with the Media Platform
with 4G radios with Crane
telemetry built in, cashless
built in and LED lighting so
the machines use less power
than fluorescent counterparts, and they looked quite
a bit nicer."
Duxbury said that
since the company was
already using Streamware
for its VMS, they wanted
to see how they could use

their software better. They
gravitated toward Simplifi
because it offered the capability to move away from
Motorola handhelds and
into iPhones.
"A lot of our employee
base was in their 20s and
30s, so for our technicians and drivers, it was
much more intuitive and
easier to use on an iPhone
rather than a 15-year old
Motorola handheld," he
explained. "Simplifi also
had the capability to look at
snapshots of data that was
relevant to us whether it
was product information,
daily sales, revenue, costs of
goods or other key metrics.
It had the ability to look at
the data faster and simpler

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April 2020 * VendingMarketWatch.com

35
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Automatic Merchandiser

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