Neville Hobson

Expect the unexpected the next time you buy

More evidence of changes in traditional marketing that will change consumer behaviours.

If you think that a Coca-Cola vending machine will only dispense Coke, think again:

Anyone slotting money into a Coca-Cola vending machine in Dublin may find a lot more on offer than fizzy drinks. Visitors at Irelandâ€s Dublin Airport, for example, will also be able to top up credit on their mobile phone or buy a mobile ringtone, logo or game to enjoy with their beverage. The 30 souped-up vending machines are part of a little-publicised six-month trial that Coca-Cola has been running in Ireland, as the soft-drinks company looks for new ways to get more value out of 2.8m vending machines installed around the world. (FT: Cokeâ€s machine to claw back pocket money.)

And, if you’re in the US, look at what you can get from Amazon the next time you buy a book, a DVD or any of the types of item you’d traditionally think of going online to buy from Amazon:

Amazon, the online retailer, has begun selling Kelloggâ€s Corn Flakes and Campbellâ€s Cream of Mushroom soup, as it continues its push to establish itself as the dominant online one-stop shopping destination. The retailerâ€s US customers can now buy almost 2,000 basic packaged foods online, including 12-packs of Campbellâ€s Cream of Mushroom soup for $12.99, and multi-packs of 70 individual servings of Kelloggâ€s Corn Flakes for $28. The retailer will also pay for the delivery of most grocery orders of more than $25 – underlining the degree to which it is absorbing costs as it expands its online presence into everything from sex toys to loose diamonds. (FT: Amazon adds soup to its online offerings)

Who’s next with what? Supermarkets offering mortgages? Oh, wait…

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