Ian Reynolds-Young catches up with Aaron Prout, MD of double Vendies finalist Livewell Vending and a man well versed in the ‘black arts’ of retailing…
When the shortlist of ‘Vendies’ nominees was published the first category I looked for was ‘best newcomer’. Anybody who works in the industry can turn pundit and predict who’ll be up for the other corporate awards, but ‘best newcomer’?
These are the runners and riders for 2015: Healthy Nibbles, 24, and Livewell Vending. All of them were new names to me but one in particular caught my eye: ‘Livewell Vending’. I thought: ‘blimey – somebody’s not afraid to poke a lion with a stick…’ Then, perusing the other categories, there it was again: ‘Livewell Vending’, shortlisted for ‘Best Operator with a turnover of less than £2m’.
So, I got on the phone to MD Aaron Prout to find out what Livewell Vending was doing that had, evidently, captured the imagination of the Vendies judging panel. Within a few minutes of conversation it was clear to me that Mr. Prout’s business background is his company’s secret weapon…
Bright, articulate, passionate and opinionated? Yep, he ticks all the boxes; but that’s not all he’s got to offer. At the core of his attitude to his business is his corporate upbringing. Formerly an executive in the Sales & Marketing Department of Arla foods, Aaron cut his teeth on brands such as Anchor, Lurpak and Cravendale, working hand-in-glove with the likes of Tesco and Asda. His next stop at Arla was in Food Service. ‘It was the time when Jamie Oliver was very vocal on the subject of food and drink in schools and we were introducing a range of milk based alternatives to the usual sugary drinks’, Aaron said. ‘We needed to keep products refrigerated and vending machines were the answer. They were a means to an end. That’s how I got into vending – by accident!’
One thing’s for sure: Livewell Vending has grasped the incontrovertible truth that our industry is about retailing. The machines? They’re the way we attract customers and fulfill their requirements.
Don’t take this the wrong way in the legal department, but I can imagine no better environment in which to assimilate the black arts of retailing and you can see evidence of this in everything the company does. Livewell do not speak of ‘vending machines’, instead they refer to ‘Stations’. They market a Hydration Station, (hydrate, refresh and awaken), a Healthy Station, (healthy and tasty snacks); a Snack Station, (quick bites and treats) and an Active Station; (energise, revitalise and rebuild). Each station is designed in a distinctive colourway and each bears the legend ‘Livewell, refuelling lifestyles.’
Likewise with coffee, the choice is made simple. They have three solutions bearing the brand ‘the Small Space Coffee Shop’, from a substantial tower offer to a small table-top. This approach reminds me of the old KISS rule – ‘keep it simple, stupid.’
Meanwhile, back at Arla, Aaron saw so much potential in the schools environment that he decided to grasp the opportunity. He set up in business successfully as ‘The School Drinks Company’ and as the company grew, incorporating coffee and snacks into its offer, he decided to re-brand the business and offer the service to other sectors, such as Leisure and B&I. Thus, in January 2014, Livewell Vending was born and dedicated itself to the creation of a new market sector: Vetail® – a name that, (as you can see), the company has protected.
I couldn’t resist asking about the company name: ‘People associate vending machines with products that aren’t necessarily good for you’ Aaron said tactfully, and we all know what he means. ‘‘Live well’ and ‘vending’ aren’t terms that you’d normally find in the same sentence’, he added. ‘It’s a talking point when we introduce ourselves to potential customers.’ (And, btw, they have the name ‘Livewell, protected, too…)
‘Almost twenty percent of our vending revenue comes via cashless payments.’ Aaron Prout
What it was that impressed the judges only they know and they’re not telling me, but listening to Aaron, it could be the company’s attitude to technology that turned them on. ‘As well as the breadth of product range and the branding of Stations, the third core part of our Vetail approach is technology. Embracing technology allows us to transform the customer experience and deliver automated retailing that is far removed from vending of old’, he said. ‘Almost twenty percent of our vending revenue comes via cashless payments and whilst that’s probably above average for vending, in retailing over 50% of transactions are now cashless so we’ve a way to go yet. Also, touchscreen technology transforms the shopping experience at our Stations and is much more in line with the expectations of today’s smartphone generation, as is the ability to run HD marketing or promotional videos on-screen – including our own video.’ Check out the video below.
One thing’s for sure: Livewell Vending has grasped the incontrovertible truth that our industry is about retailing. The machines? They’re the way we attract customers and fulfil their requirements.
It’ll be interesting to see how peers in the industry cast their votes next month. Win or lose, it won’t really matter. Aaron’s major achievement is that, come June, only 18 months after starting out on the vending journey, nobody in the business will need to ask ‘who?’ when the name of Livewell Vending comes up in the conversation. And believe me, it will…
