Atlas Oil Extends inOvationTV to Its Dealer Base

BIRMINGHAM, Mich. -- Atlas Oil Co. has signed an agreement with Gas Station TV (GSTV) and Wayne, a GE Energy business, to roll out the inOvationTV (iOTV) media platform to its dealer base. Approximately 50 Atlas sites in Chicago and Indianapolis, Ind., have been marked for inOvationTV installation, with further expansion plans in the works.

All participating stations will have their Ovation dispensers retrofitted on-site with the turnkey forecourt system, fully funded by inOvationTV.

"Based upon the strong results achieved through our initial inOvationTV stations in Chicago, Atlas is extremely confident that extending the program to our dealers throughout the market and in Indianapolis will net significant impact," explained William Shaver, Atlas Oil's executive vice president of retail.

"Not only did inOvationTV provide immediate impact on the customer experience, it helped drive significant lift in our promotional sales," added John LeBlanc, director of stores and training for Atlas. "In the locations carrying iOTV and our related promotional spots, pizza sales increased 25 percent, breakfast sandwich sales were up 60 percent, and energy drink sales rose 50 percent."

The inOvationTV Wholesaler Partner Program through which Atlas will offer the media platform is designed to make it easier for fuel suppliers to extend their services and leverage iOTV as a simple, cost-effective added-value solution for their customers, according to the announcement.

For dealers, the free program includes:

  • A $25,000 (average per-station value) Capex retrofit;
  • A six-year, full service and maintenance warranty from Wayne;
  • GSTV's exclusive broadcast-level media content; and
  • Customized promotional ads for their station and products.

"Adoption of inOvationTV among oil companies and individual gas retailers has grown steadily since we launched the program in 2011," stated GSTV CEO David Leider. "Now, with the inOvationTV Wholesaler Partner Program, we anticipate our growth rate to quicken substantially, rapidly increasing our market and retailer penetration."

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