Gilbarco Veeder-Root Makes Gas Pumping Personal

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Gilbarco Veeder-Root Makes Gas Pumping Personal


GREENSBORO, N.C. -- Gilbarco Veeder-Root is enhancing its forecourt merchandising systems, Applause Media System and Applause TV with Outcast, to make a trip to the gas station a little more personal and friendly.

According to a company news release, retailers can 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.

Using the Applause loyalty interface, the point-of-sale (POS) independent solution will also allow retailers to easily combine mobile couponing and social media promotions directly from the pump. Gilbarco is partnering with loyalty providers Excentus Corp., Kickback Points and Outsite Networks to design a generic interface that enables retailers to work with their preferred loyalty partner.

"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."

By maintaining their point of sale independence and gaining input from loyalty providers, Gilbarco is ensuring the flexibility to have an innovative solution, added Mike Melson, senior vice president technical operations for Excentus.