The expansion of Vending in the Automated Retail Sector: An experiential marketing approach to customer acquisition- The Italian experience of MatiPay Srl

Arianna  Di Vittorio; Alessandro  Vito Di Gioia

doi:10.19044/esj.2025.v21n25p72

Arianna Di Vittorio Associate Professor of Marketing, Department of Economics, Management and Business Law, University of Bari “Aldo Moro”, Bari, Italy
Alessandro Vito Di Gioia Business Development Manager - MatiPay Srl, Bari, Italy

DOI: https://doi.org/10.19044/esj.2025.v21n25p72

Keywords: Automatic Retail, Vending machine, Business Development, Customer Experience, Brand Communication, Brand Identity

Abstract

“Automated retail” and “vending” refer to the sale of products through machines, often without direct human intervention, acting as unattended points of sale. This includes beverage vending machines, smart fridges, self-service laundromats, car washes, electric car charging stations, and more. Vending is a specific form of automated retail where the vending machine acts as an autonomous point of sale and a payment point. Simultaneously, it serves as a promotional and marketing tool for customer engagement. This objective is both comprehensive and complex, as the point of sale is entirely digital and unattended, yet it establishes a connection and digital dialogue with the customer through dedicated commercial offers and promotional messages. This process creates an innovative Customer Experience that links the customer to novel methods of communication and payment, thereby redefining the brand's image and reputation. The primary aim of this paper is to demonstrate the importance of implementing automated payment and telemetry systems to facilitate product sales and service delivery, enabling businesses to reach customers anywhere, even without a human presence. The methodology used is a descriptive empirical analysis, based on Data provided by an Italian Company, MatiPay Srl, based in Mola di Bari (Italy). It is based on company Data collected daily by MatiPay's staff and entered into MatiPay's software systems. The first system is the Microsoft Dynamics 365° Customer Relationship Management (CRM) System, which consolidates all data from proactive business development efforts, including leads to opportunities, marketing supplier surveys, and marketing customer surveys. The second system is MatiPay's E-commerce platform, which consolidates all inbound business development data, including client profiles, their needs, and their purchases. The results of this analysis confirm a strong relationship between the improvement of advanced telemetry systems, new digital payment methods, and the innovative customer experience.

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