Abstract: An apparatus for and method of automatically vending merchandise to a patron, with the apparatus including display devices and input devices for interaction with the patron. At least one motor is provided for providing vertical and horizontal movement to an elevator which accesses the stored merchandise from respective column positions within the machine. The elevator is then returned to a NEUTRAL position and the merchandise is dumped or dispensed to the patron. The system can provide RENTAL, PURCHASE or RETURN of merchandise procedures along with various other functions related to vending operations.