Loading machines can make or break you. Once your equipment is set up according to the type of mix you are running, you need to monitor and regulate your cost of sales via your loading technique. The most important thing to remember when loading is that players must be able to win prizes. You won’t last very long if merchandise isn’t flowing out of your machines. On the flip side, you won’t last very long if you’re giving away the store. Be aware of how each item plays and load accordingly, always keeping your cost of sales in mind. Frequently checking the sales cost in each machine also helps you determine whether you may have a problem with the machine, the loading or possible vandalism.
In most locations, 80% of players are repeat players. Therefore, it is suggested you concentrate on changing your entire toy presentation every time you reload your machines. Use new, previously unseen items, rotate items out from the bottom of your load and reposition items to give your presentation a fresh look. Keep a careful eye on color as well by mixing different colors evenly throughout your presentation. Avoid placing items of like color together. Also, be sure that you place items in the direction that customers view and play the machine. For example, most of your pieces will naturally be facing forward, however, you may have your machine placed in a location that provides customers with a good view through the side glass on one or both sides of the machine. You can capitalize on these “view areas” (the front and sides where customers first view your machine) by placing some items facing in that direction. The goal being that your crane should look good from all sides not just the front. Treat your “view areas” like a storefront display. Avoid smashing down your base or simply piling toys one atop another so that the “view area” ends up looking like pressed grapes. Your entire machine should look fluffed and playable, form the top to the bottom. Overall, you want to develop a stadium affect with your product presentation by pulling items in the back higher than in the front.
It’s also important to utilize what toy mixes you have available in the most efficient manner. If you’re working with a small selection of items, stagger the new pieces over days rather than all at once. Remember, your repeat customers, who are usually adults, won’t play for items they may already have won or are bored with because they’ve seen it before. Adults perceive quality and value and won’t be playing your machines if both aren’t present. Attracting the first time customer is easy, keeping repeat customers is a whole different ball game.
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