MAPCO Implements Impulse Upselling Platform

BRENTWOOD, Tenn. — MAPCO Express Inc. is teaming up with Gilbarco Veeder-Root to install the Impulse upselling platform at 220 locations by the end of this year. According to Gilbarco, MAPCO is using the platform to drive digital content at both the point-of-sale (POS) and via its mobile app.

“We saw Impulse increase in-store sales by over 2.5 percent, which was a key factor in our decision to implement Gilbarco’s upselling platform,” said Austin Martin, vice president of sales and merchandising for MAPCO. “We are also excited about Impulse’s ability to interact with consumers at multiple touchpoints, which allows us to engage our consumers by sending customized offers directly to their mobile phone.”

Impulse is an upselling platform from Gilbarco and software partner Odysii that integrates with the POS to deliver targeted recommendations by using an additional touchscreen. In addition to upselling, the Impulse platform can offer surveys, basic loyalty and interactive games at the register.

In the past year, Gilbarco also added Impulse Everywhere, a cloud-based engine designed to help retailers manage their complete customer communications.

“It’s been great to work with a forward-thinking retailer like MAPCO,” said Travis Bouck, vice president of marketing for Gilbarco North America. “Impulse continues to bring innovative upselling capabilities to the table, and combined with MAPCO’s other strong marketing capabilities, you have a real competitive advantage.”

Brentwood-based MAPCO Express operates 375 convenience stores in the Southeast. It is a division of Delek US Holdings Inc.

Greensboro, N.C.-based Gilbarco Veeder-Root offers a broad range of integrated solutions from the forecourt to the convenience store and head office.