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Calloway Oil Offers Coupons at the Pump

GREENSBORO, NC -- Gilbarco Veeder-Root announced the release of SMART Merchandising for its Encore 500 series of dispensers at this years NACStech show in Nashville, Tenn. And Calloway Oil, based in Maryville, Tenn. has been using the product at three stores since August of last year and has seen rewarding results.

"At E-Z Stop stores where we use SMART Merchandising, customers are printing over 1000 coupons per month, per store," said Tommy Hunt, president of Calloway Oil. "Competing with two national grocers now selling gas locally, E-Z Stop has increased in-store sales by as much as 10 percent."

The new version of the forecourt promotion and coupon creation tool communicates directly with Encore 500s, 550s, and Eclipse dispensers regardless of existing POS type. Easily created coupons and promotions for in-store specials drive customer traffic inside the retail store and maximize the revenue potential of each customer visit.

Calloway Oil manages the couponing from the home office, and 10 to 15 coupons run at a dispenser during an average fill-up, Hunt told CSNews. "A tone chimes and coupon ads display for about 10 seconds each," he said. "Cusomers can interact and print the coupon to bring inside and the scanners at the POS read the UPC."

The company is working with vendors to offer coupons on products in the store including Pepsi, SoBe, Anheuser Busch and Miller. "Vendors reimburse us for the value of the coupon and they either pay us in dollars or bring us product," Hunt explained.

The company also runs coupons for proprietary items and services and changes the line-up monthly as new specials roll out. To advertise the coupons, signage is posted both inside and outside the store.

"The signage emphasizes E-Z Stop gives you more than gasoline while you pump," said Hunt.

In the future, Hunt plans to expand the technology and concept to other stores "as time and money allows," he said. "It's a way for us to work with our vendors to communicate new products and services to customers, and hopefully it will be a revenue generator if we begin to sell coupon and ad space to local area businesses."
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