VOCE Media invigorates leisure market

Crane’s VOCE Media generates 60% increase in beverage sales for Stevenage Leisure and boosts marketing activity


Stevenage Leisure is enjoying an increase of almost 60 per cent in sales of hot beverages at one of its venues, Royston Leisure Centre, since the installation of Crane Merchandising System’s VOCE Media.

The freestanding beverage machine was initially trialled for four months from August to December 2014, replacing an older Crane machine that had been in place for four years.

Closely monitored throughout by Crane, sales of drinks rose by 50 per cent throughout the trial period of the new VOCE Media and have continued to rise since the purchase of the machine, managed by East Anglia and home counties’ vending services provider, MorVend.

Andy Gurney, Sales Manager for MorVend comments: “We’ve enjoyed a good long-term relationship with Crane as it is a most reputable manufacturer with a high quality, reliable brand. When we heard about the VOCE Media, we were keen to play a part in the UK pilot and knew that our customer’s centre in Royston would be a prime site on which to make the change.”

“At the same time, we took the oppportunity to improve key ingredients offering our own blend of locally roasted coffee, MorBeans, coupled with premium MorBeans branded double-walled insulated cups to provide an added layer of comfort for the customer. The success at this site has been phenomenal which has facilitated a strong working relationship with Stevenage Leisure, giving them the confidence to move forward and consider ways in which to improve customer facilities provision, whilst incorporating its marketing, across other sites.”

Nick Ross, General Manager of Royston Leisure Centre says: “Before the trials, a hot drink was something of a distress purchase at the Centre but now it has become a treat and is becoming part of the routine for many. User feedback has been consistently positive. Our customers love the modern interface, the thicker cups and the improved quality of the beverages available. Stevenage Leisure engages secret shoppers and the feedback from all parties has been unanimous – an overwhelming success.”

The impact has extended beyond hot drinks sales as the screen of the VOCE Media has been personalised and is being used to promote various classes and events when standing idle. These advertising and marketing opportunities have successfully engaged leisure centre users and impacted on the uptake of a mix of activities including an upcoming swimathon and dance lessons.

Sales Director for Crane Merchandising Systems, Mike Kane is pleased with the results for MorVend and its client, Royston Leisure Centre: “The VOCE has always been one of our company’s most popular machines, with its exceptional durability and high percentage recycle rates. Now, with the new, state-of-the-art platform and it’s attractive screen, we can present a model that has a proven impact on the bottom line for all of our customers and can add to and support any marketing and advertising initiatives. We’re delighted with both the results and the response.”