Cyphermint Inc., which is providing the kiosks' cash-payment capabilities and is serving as the project integrator, turned to BroadVision to speed up the E-commerce process by more effectively targeting offers. Vcom kiosks are in 98 stores in Texas and Florida, and they handle basic financial services such as money-order purchases, check cashing, and general ATM functions. Other services will eventually be added, such as bill payment, loan processing, and E-commerce offers from more than 30 merchants. General Web browsing won't be an option.
Personalization will occur on two levels: Customers who opt-in to direct personalization will receive content aimed at them once they swipe their Vcom cards through the machine, while store-specific offerings will reflect the habits of a particular location's clientele. In other words, if a certain store sells more money orders than it cashes checks, the machine will know to place a premium on offers related to money orders. The machines also will offer local news, weather, traffic, and driving directions. The overarching goal: to give customers additional reasons to frequent the stores. But the kiosks also could become a significant source of revenue. Each year, 7-Eleven sells $5 billion worth of money orders, and its rudimentary ATMs perform 110 million transactions.