the Scoot-Away

SCOOT Vending Machine

 

At its peak, vending machines were also widely known to leverage on the concept of ‘Automatic Retailing’. Automation in itself creates a bubble of convenience and spontaneity, which is a perfect fit for what Scoot would like their customers to adopt. Riding on the instantaneous decision to stop, choose and ultimately make a purchase, Scoot can strategically locate customized machines to vend flight tickets scheduled to depart within the next 3-5 days.

 

These vending machines can be located in areas where there is moderate foot traffic, allowing comfortable space to capture the attention of passers-by, as well as to allow more than just a few of them to browse the selection and blocking its front-view from the rest of the foot crowd. In addition, impromptu and unplanned conversations can be sparked off among groups of friends, which may purposefully lead them to walk up to the machine, select their destination and make a group ticket purchase for their short weekend getaway.

 

Implications on CBBE

 

Brand Salience

 

A typical vending machine has people aware of its presence because of the frequency they show up along pathways. Scoot can achieve that as well. By making its flight tickets accessibly convenient at public areas, Scoot will boost awareness of its products to the same level as any other soft drink displayed on the front of the vending machine.

 

Brand Imagery

 

Adoption of Scootitude by Scoot’s supporters will be strengthened. The convenience and speed of a vending machine purchase draws parallels to the uniqueness of an unconventional purchase within a snap of the moment.

 

Brand Judgment

 

Commoditizing Scoot’s air tickets is a tactical move to attempt minimizing considerations on price before each ticket purchase. Through this convenient platform, customers can express their excitement and ‘boast’ of their most recent purchase, which will be very much induced by the touch of the tangible air ticket in hand. The brand can then leverage on this thought to weaken associations with the not-premium-but-also-not-so-budget Scoot prices.

 

Brand Resonance

 

This move will allow Scoot an opportunity to generate hype and increase the frequency of being talked about, boosting brand awareness along with brand recall.