Clipper Petroleum Implementing Gilbarco's Purchase@Pump

Published in CSP Daily News

First retailer in country to install solution for high-margin purchases at dispenser

FLOWERY BRANCH, Ga. -- Clipper Petroleum Inc. is the first retailer in the country to install Purchase@Pump, Gilbarco Veeder-Root's new turnkey solution that increases in-store sales by adding the ability to purchase high-margin products and services directly from the pump.

Clipper also installed Impulse, a sophisticated upselling and customer engagement product, at numerous sites.

"Clipper has been rolling out Gilbarco's Applause TV media at the pump solution at our sites over the last year," said Ed Hong, vice president of retail operations for Clipper. "So we were eager to add Impulse and Purchase@Pump. Upselling transactions inside with the Impulse solution, and now on the fuel island with Purchase@Pump, are adding up to increase sales across the board."

The Clipper endorsement of and decision to roll out Impulse is based on the chain's reported increase in sales of targeted items following implementation at five sites. Clipper also shared that it obtained 9,200 consumer survey responses from the same five sites over a three-month period, reinforcing the high-reach, high-engagement promise of the Impulse product. Impulse serves relevant promotions to consumers via proprietary adaptive algorithms, while notifying the cashier and prompting their engagement in the upsell opportunity.

"Impulse is the only countertop upsell product in the industry that is 100% focused on delivering the right targeted upsell to each individual consumer, leading to increased sales opportunities and proven results," said Travis Bouck, vice president of marketing for North America at Gilbarco Veeder-Root.

"And adding Purchase@Pump to our suite of retail solutions represents a new way for retailers to get a solid return on their forecourt investment," said Bouck.

Purchase@Pump factors in data such as weather, time of day and retailer promotional preferences in order to directly generate sales to traditionally fuel-only customers. The system has the secondary benefit of minimizing transaction fees by combining fuel and merchandise purchases into one payment transaction.

Gilbarco Veeder-Root, Greensboro, N.C., is a worldwide technology leader for retail and commercial fueling operations and services. It offers a broad range of integrated solutions from the forecourt to the convenience store and head office.

Based in Flowery Branch, Ga., Clipper Petroleum has been a petroleum marketer for more than 70 years, operating as a convenience store retailer, fast-food retailer and wholesale fuel distributor. It operates 29 c-stores in Georgia and South Carolina under the On the Run, Circle M, and Subway brands. Clipper also distributes fuel to independent dealers under the major oil brands of BP, Exxon, Shell, Chevron and CITGO in Georgia and South Carolina.