Marketing of vending channels: a case of French university campuses

Purpose This study identifies the conventional elements of the vending marketing mix and how they vary across academic segments in the context of a typical French university. Design/methodology/approach To determine the elements of the vending marketing mix, the author conducts interviews with international industry experts and undertake 170 direct observations at various universities to verify the differences between the marketing mix proposals of dissimilar target markets. Findings The results reveal significant variances across all elements of the marketing mix, with distribution characteristics being the most frequently adapted element across various markets, followed by promotion- and product-related parameters, while pricing characteristics are most commonly standardised. Research limitations/implications Vending operators should pay particular attention to marketing decisions related to the product assortment length, selection of appropriate locations, availability of smart payment options and feedback communication channels. The results reveal significant variances across all elements of the marketing mix indicating that vending operators apply strategies to reach different market segments. However, there is a high degree of standardisation within vending channels. Originality/value Though vending channels are an important retail format, prior studies do not investigate their marketing mixes. This is the first attempt to empirically establish the conventional elements of the vending marketing mix and to measure its variation across customer segments.