New ATM Prods Consumer Behavior

by RaeAnne Marsh

ALLTMUse of ATMs to access cash is up — going from 11 percent to 14 percent over the past year, according to the American Bankers Association. And cash-back is still an important part of consumers’ practice in many retail transactions, necessary to facilitate what the Federal Reserve System’s Cash Product Office reports is the “most used retail payment instrument” — cash. Even with today’s reliance on plastic and electronic technology, 40 percent of all consumer transaction activity involves cash.

Cardtronics’ new ALLTM offers retailers a chance to provide that critical cash-back service to customers while also using technology to foster increased consumer spending through digital rewards and in-store coupons.

The ALLTM machine dispenses cash in the same way as other ATMs, but a second screen incorporates the systems’ geolocation capability to display in-store specials, local weather conditions and other content specific to the individual location.

Additionally, the ALLTM Network includes a smartphone app that allows consumers to take advantage of further point-of-sale discount offers printed on their store receipt as well as find other participating ALLTM retailers. “The unique part of the ALLTM is tying traditional cash access with special rewards the customer can only get at this retailer and only if they use the ALLTM,” explains CMO Tom Pierce.

Cardtronics is rolling out its ALLTM in Fresh & Easy’s 17 Phoenix-area stores. “We were looking for a market with a diverse population in terms of both ethnicity and age to learn how different populations will use it,” Pierce explains regarding the choice of Phoenix for the launch, “and Fresh & Easy was just getting ready to add ATMs in the western states.” A wider roll-out is planned for 2015.

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