Gilbarco, Outcast Partner at the Pump

GREENSBORO, N. C. -- Gilbarco and Outcast Media are partnering to offer Applause TV with Outcast, the companies reported. Gilbarco Veeder-Root's Applause Media System now supports third party national advertising, news and entertainment content on the large color screens embedded within the gas pump, along with consumer interaction and on-demand coupons at the pump.

Gilbarco and Outcast recently completed a pilot study of Applause TV with Outcast at five Southside Oil/Uppy's convenience store locations in Richmond, Virginia, revealing 23 percent of the participants said they would go into the store for a purchase based on products advertised on the screens. During this time, coupons printed by fueling customers noticeably increased in-store traffic and sales.

"We try to use technology as much as possible to benefit our customers, and they were very impressed with the Outcast content and on-demand coupons they could immediately redeem from the Applause system," said Marshall Hare, director of facilities and technology at Southside Oil (dba Uppy's). "This partnership has given us the flexibility to generate revenue in several different ways and step above our competition with the leading technology."

Outcast will provide retailers with fully-managed content utilizing the coupon-generating features of Applause Media System. Outcast programming includes content from CBS, Comedy Central, Warner Bros. Pictures and more than 20 other premier content providers, and the company's advertising partners include Red Bull, GM and Kraft, the companies reported.

"We are excited to enter into this industry-leading partnership with Outcast Media, who is clearly positioned as the innovative thought leader in the digital media space," Mark Williams, marketing manager at Gilbarco Veeder-Root, said in a released statement. "Test market results show that this partnership builds customer loyalty and increases site traffic by providing an entertaining and informative fueling experience."

Third party studies have verified that professional content at the pump improves the customer fueling experience and improves the effectiveness of c-store promotions. Previous Outcast surveys have shown 85 percent of customers said Outcast is a good thing for gas stations to provide their customers, and 56 percent said they are more likely to re-visit a gas station because of Outcast.

"We are thrilled to partner with the world's leading provider of fueling products and technology," Matthew Stoudt, CEO of Outcast Media, said in a released statement. "We've long regarded Applause as a quality platform for engaging fueling consumers and encouraging higher conversion rates for in-store traffic. Now, Applause TV with Outcast offers retailers a turn-key solution to provide an enhanced fueling experience for their customers."

Gilbarco Veeder-Root will exhibit the Applause Media System, including Applause TV with Outcast, at the NACS Show, Oct. 6-8, at the Georgia World Congress Center in Atlanta, Booth 1039.