ATM USA LLC has expanded its product line by offering merchant services, including debit and credit card processing, in a strategic move designed to strengthen relationships with existing customers and to open doors of potential clients who do not want an ATM but process large numbers of card transactions.
The Morrisville, N.C.-based independent ATM deployer (IAD), announced yesterday that it had signed a multi-year, but not an exclusive agreement, to represent Columbus Merchant Services, a Dallas-based company that provides payment solutions, online reporting tools and related support for retailers.
Columbus Merchant Services is owned by ATM-transaction processor Columbus Data Services.
Haze Lancaster, partner in ATM USA, said by offering merchant services the IAD has more products to offer, which can increase the company's overall revenue.
"We can cross-sell to existing clients and reach out to new customers," Lancaster said. "We are leveraging our relationships and goodwill with our existing customers."
He gave an example of what recently occurred with an ATM USA customer in Florida. "Other companies were offering her merchant services, but when she learned we were offering merchant services, she called us," Lancaster said. "'I know you guys and I trust you,'" Lancaster quoted the client as saying.
In other instances where a potential client does not want an ATM, but processes large numbers of credit card transactions, ATM USA can offer the retailer debit- and credit-card processing in addition to a good deal on an ATM, Lancaster said.
The agreement with Columbus Merchant Services represents a major transition for ATM USA. In the past, if an ATM client wanted merchant services, ATM USA would make a referral and receive a commission for providing a sales lead.
"We have decided to get in with both feet," Lancaster said. In addition to debit and credit processing, ATM USA will offer check -guarantee and check-conversion services, automated clearing house check-drafting services, gift and loyalty card programs, email marketing, merchant cash advances, online ordering systems and point-of-sale systems.
ATM USA has hired one additional person to sell merchant services and the company is likely to hire a couple more, Lancaster said. ATM USA is a privately held company with ATMs in 46 states. The company provides turnkey ATM programs, including ATM management, parts and service processing for more than 3,000 locations.
