News

Gilbarco gas pumps to greet customers by name, offer personalized promotions

September 28, 2011

Convenience store cashiers may not remember their customers by name or recall their favorite soft drinks, but fuel dispensers soon will — thanks to the enhancements announced today by merchandising provider Gilbarco Veeder-Root. According to a press release, the company's Applause Media System and Applause TV with Outcast will help retailers differentiate themselves by personalizing the customer experience — and boost site profits by tailoring content, promotions, and on-demand coupons based upon loyalty status and purchase history.

"We are launching an extremely robust loyalty interface for our Applause media platform," said Richard Browne, vice president of marketing for North America at Gilbarco Veeder-Root. "Targeted digital media at the forecourt gives c-store retailers a huge advantage over other retail formats. Retailers can greet fueling customers by name, anticipate their interests, and provide relevant offers or coupons for immediate redemption inside the store."

Using the Applause loyalty interface, the POS-independent solution will also allow retailers to combine mobile couponing and social media promotions directly from the pump. Gilbarco Veeder-Root is partnering with top loyalty providers Excentus, Kickback Points and Outsite Networks to design a generic interface to allow retailers to work with their preferred loyalty partner.

"Personalized marketing increases consumer interest and retailer success," said Pat Lewis, CEO of Kickback Points. "With Applause, we add the benefits of printing coupons straight from the fuel dispenser and providing a direct link to social media and mobile technologies — it's a win-win."