When To Use High-End Micro Market Displays

Micro markets come in all shapes, sizes and levels of design. At present, micro market operators have many choices in how to furnish micro markets, including custom displays that resemble contemporary office furniture. It comes at a greater cost, but can deliver a greater return as well. At least that is the case for Larsen Vending, which regularly invests 30 to 40 percent more in the micro market displays it places in Phoenix, AZ area businesses than competitors. It was a company decision at first born out of convenience, but then continued as it paid off in more locations and stronger relationships.   

When your late to the game 

Larsen Vending was late to the micro market segment. “We saw the concept when it started to get popular,” said Eric Larsen, general manager at Larsen Vending, “but we passed on it. We didn’t like the idea of 500 SKUs unlocked all the time.”  

Larsen Vending does a high percentage of apartment vending, which incurs a high rate of vandalism. It was therefore natural for the management to assume theft would be high in micro markets. It was a fear many operators at the time shared.  

“In hindsight, micro markets did really well,” Larsen added.  

It was the success of the segment coupled with a location asking for a micro market that inspired Larsen to open one in 2016. He knew it couldn’t be average, however. For one thing his father, the owner and founder, believes in being the best, with the best-looking equipment. For another, Larsen wanted to have complete faith in micro market provider he was pitching to his large customer.  

He investigated providers and settled on 365 Retail Markets with its robust suite of products and innovative software solutions. Plus, the company offered to send a live kiosk and sales person to assist Larsen in the presentation. It went perfectly, resulting in Larsen Vending getting its first micro market contract.  

During the search for displays, Larsen started local. He found Fixturelite which is also based in Pheonix. While the quality of the displays impressed Larsen, so did the expertise and energy the company put forth. “Steve came in and spent nearly 10 hours teaching me how to merchandise the micro market,” he said. 

When you have strong competitors 

 “We have never put a market in that people don’t say ‘oh my god. I was not expecting this,’ even though they saw exactly what it was going to look like because it looks exactly like it did in the rendering,” Larsen said proudly. He is convinced the company has the best-looking micro markets in the area, of which there are now 10, including a couple beacon markets that operate without a kiosk. Fixturelite designs each piece of free-standing display for the space with attractive retail style. Larsen then lets customers “walk” through these custom designs using Fixturelite’s 3-D tool, showing off their own virtual micro market space. It’s a completely elevated experience that makes his customers feel appreciated and unique.  

When you want lasting customers 

Larsen Vending may have been late to the micro market game, but that didn’t stop it from succeeding. The operation is building a strong reputation in the Pheonix area based on its boutique micro markets service, including showy displays and fixtures with built in lighting, fully matching edges and trim as well as custom layouts. It's a conscious investment in better quality that Larsen is confident will succeed long term.  

“Better fixtures build relationships,” Larsen said. “If you are looking to make money before building the relationship, you will lose the customer eventually.”