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Cold Cash, Hot Profits
ATMs Put Customers’ Money in YOUR Hands
By Brenda Owen
 With numerous operator incentives and potential profit-making
opportunities, ATMs are tools more nightclub and bar operators should
consider adding to their venue. Not only do profits flow from ATM
service fees, but ATM users are likely to turn their fresh cash
into immediate purchases.
Non-Fiction Finance
Research by the Florida Restaurant Association indicates that people
who use ATMs purchase 20 to 25 percent more at the ATM site than
non-ATM customers. The research further shows that foot traffic at
restaurants and bars can increase up to 30 percent with the
installation of ATMs, and transactions increase an average of 10 to 20
percent. In addition, up to 80 percent of cash obtained from ATMs in
nightclubs and bars is spent on-site. “Customer convenience is
essential. If your customer needs more cash, an ATM is conveniently
available in your establishment,” said Mary Knich, director of ATM
Product Management for First Data Corp., which includes the STAR
Network and provides ATM and PIN-secured debit access at more than 1.7
million ATMs and retail locations from coast to coast.
“ATMs are also evolving from a source of quick cash into a tool to help
grow your business and increase customer loyalty. For example,
establishments can customize the ATM experience by offering coupons and
other marketing efforts through their ATMs, which can encourage ATM
usage, product purchases and repeat business.”
Warren Cato, CEO of Cabe & Cato, which specializes in ATM
placement, says ATM companies are looking for bars or nightclubs with a
high volume of people coming throughout the night. “Venues with vending
machines, game room facilities and multiple functionality are the best
locations to benefit from ATMs, he says.
“An ATM is never going to work in a fancy restaurant,” Cato says. “You
must have the capacity for impulse spending for the ATM to be
profitable. If you show 50 football games on a Saturday where a guy
walks in he is only going to watch his team, and then his buddies come
in, and they decide they are going to watch six other football games,
it will work. What we are looking for is impulse spending –– which
would mean amusements and coin-operated vending machines, separate
facilities where there are game rooms. Bars or restaurants that have
live music later on and keep people later than they anticipated are
also good places for ATMs. If you have a nightclub that is sort of
dinner place up until 10 p.m., and then will change to a nightclub with
live music, the whole clientele changes, and it becomes a younger crowd
... that would be a good place for an ATM.”
To help you decide on whether your venue can profit from an ATM, here
is a list of companies that can provide information, services and/or
the machines themselves:
ATM Express
ATM Express Inc. is an experienced, fully licensed provider of ATM
equipment and services for large and small businesses across the
country. Its comprehensive approach increases merchant profits by
backing up state-of-the-art machinery with direct technical and
marketing support. With every installation, the goal is to deliver
value to customers by increasing traffic, sales and revenue. ATM
Express provides two critical components you need to grow your business
–– more customers and higher cash retention.
For more information, call (888) 422-7062 or visit atmexpress.com.
ATM Solutions
ATM Solutions is the leading provider of Custom Printed ATM
Receipts, POS Rolls, Kiosk Rolls. TDG brings more than 34 years of
manufacturing experience to the printing markets. It also is the
largest after-market manufacturer of custom banking-related rolls in
the United States. ATM Solutions’ superior printing capabilities and
strict quality standards ensure your customer will receive only the
highest quality ATM receipts, printed to exact registration and
precisely machine matched for trouble-free operation. The company
manufactures tickets for all makes and models of ATM machines including
Diebold, NCR, Fujitsu, Triton, Tidel and IBM.
For more information, call (800) 417-3201 or visit atmsolutions.com.
Automated Financial L.L.C.
It’s Friday night, and the club is packed. As a club owner, you are
satisfied that everything is running at optimum profit proficiency, and
you just installed an ATM. This means a captive audience and cash
flowing through the bar, no more customers leaving to find an ATM and
not coming back. Bartenders and waitresses love not having tabs or
credit cards to process to slow them down, which means a more
productive establishment. Automated Financial L.L.C. offers quality
ATMs at a competitive price, and with the value of many free extras.
For more information, call (800) 851-4751 or visit atmconnection.com.
Cabe & Cato
Cabe & Cato, an independent sales organization, has been
providing quality ATM service, competitive pricing and free placement
programs of ATM machines since 1993. Cabe & Cato specializes in
revenue-sharing free, contract-free ATM placement programs. Nationwide
service representatives also are ready to handle any on-site problems.
By having an extensive knowledge of the ATMs Cabe & Cato markets,
it usually avoids the cost of sending a service representative on site.
This also reduces downtime for your ATM.
For more information, call (770) 226-0333 or visit cabeandcato.com.
First American Payment Systems
First American offers three ATM programs that can be tailored to a
merchant’s specific needs. Merchant operated, where the merchant owns
the ATM and provides the cash for the unit. In a second option, First
American owns the ATM machine and pays the merchant to lease space in
their location for the ATM. The merchant is responsible for stocking
the cash, but First American will pay expenses, including repairs,
supplies and signage. Or, in the third scenario, First American owns
the ATM machine, keeps it stocked with cash and pays the merchant a
flat fee per transaction for leasing the ATM space.
For more information, call (402) 502-9985 or visit first-american.net.
First Data’s STAR Network
First Data Debit Services feature the STAR Network, a
coast-to-coast electronic payments network and an expert in secure,
real-time electronic transactions. Debit card and ATM processing
also are provided by First Data Debit Services. First Data and the STAR
Network serve nearly 5,800 financial institutions across the United
States and provide cardholders with account access at more than 1.7
million ATMs and retail locations. There are more than 133 million
STAR-logoed cards.
For more information, visit star.com.
International Merchant Services
As one of the leading suppliers of ATM machine products,
International Merchant Services Inc. is a company with history,
integrity and knowledge to keep your ATM consistently operational. Take
a peek at what they have to offer and then contact one of their ATM
sales representatives to obtain a guest pass, allowing you to
experience the IMS difference in ATMs.
For more information, call (800) 769-2826 or visit atm24.com.
Moneytree ATM
Destin, Fla.-based Moneytree ATM is a full-service provider of
varying units of ATM brands and models. Moneytree also offers ATM
processing and 365-days-a-year technical support is offered free of
charge. Check out their featured models and pricing, and
compare.
For more information, visit atmwholesalers.com.
Tranax
Tranax Technologies’ new Mini-Bank 2150/2250 is designed to be
easily upgradeable, allowing for advanced applications to be
implemented. The Mini-Bank 2150 comes standard with such features as a
6-inch color LCD screen, a single 2,000 note cassette, expandable to a
dual cassette system (Mini-Bank 2250), a 56K modem, and other
features/functions.
For more information, visit tranax.com.
Triton
Triton is committed to redefining and leading the market for cash
delivery systems. Triton is headquartered in Long Beach, Miss., and is
an operating company of Dover Electronics Inc., a subsidiary of Dover
Corp.
For more information, call (800) 367-7191 or visit tritonatm.com.
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