Vending machine prices adjust with outdoor temperatures

Atlanta-based Coca-Cola continues to try out new vending machine technology, this time in Spain.

For the past two summers, the company has offered a lemonade product in a vending machine that adjusts the price depending on the outside temperature.

The technology was explained by Efrain Rosario, Coca-Cola’s director of global customer and commercial leadership, at a Shopper Marketing Expo recently in Chicago.

The goal of the pricing strategy was to increase traffic for the vending machines. The Coca-Cola Spain vending machines at water and amusement parks charged three different prices for the product, Limon & Nada, depending on the temperature.

For temperatures above 86 degrees, the cost was $1.20; at 84 degrees the price climbed to $1.70; and below 84 degrees the price was $2.40.

The machines were designed specifically to increase trial of Limon & Nada as a thirst quencher in the summer heat and have not been used in other markets.

Carrie Brown, Coke spokeswoman
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