Dresser With Gravy

Technology brings mini-commercials to the pump

Published in CSP Daily News

AUSTIN, Texas -- Fuel retailers and convenience store owners will soon have a new tool for increasing sales, thanks to a partnership between Dresser Wayne and Canadian-based EK3 Technologies Inc. Dresser Wayne's iX Media tool, the centerpiece of the new Ovation iX fuel dispenser, will allow retailers to market directly to pump customers thanks to a dispenser-integrated 10.4-inch color VGA screen and built-in speaker.

Customized full-motion video and audio "mini-commercials" can help drive in-store traffic by promoting products and special offers [image-nocss] while customers fill their gas tanks.

"Dresser Wayne's iX Media tool offers retailers almost unlimited possibilities for boosting in-store traffic, increasing forecourt sales of premium fuel and car washes, promoting their brand and building customer loyalty," said Dan Harrell, senior director of marketing and product management for Dresser Wayne, Austin, Texas. "They can create entire site-specific promotional campaigns designed to showcase certain products at certain times or days or in conjunction with specific events. Want to advertise a coffee and doughnut special during morning drive time? No problem. iX Media allows you to easily create -- and automate -- it. There's no need for content to ever go stale."

Part of Dresser Wayne's new iX Technology Platform, iX Media provides a user-friendly, Web-based tool that guides retailers step-by-step through the process of choosing images, writing promotional text, adding pricing information and selecting animation effects.

For more advanced content creation, Dresser Wayne has partnered with London, Ontario's EK3 Technologies. A leading provider of enterprise-class business solutions for promotion management and integration, EK3 and its creative services group, channel3 media, can provide iX Media users with customized graphics, photography and even full-motion video production.

"As an early leader in digital promotions for some of today's top brands, channel3 plays a critical role in creating content for iX Media," said Ken Stuart, executive producer at EK3. "We heard from our partners that a primary industry need was to easily update and manage digital promotions at the dispenser. By leveraging our industry-defining content and playlist-management technology onto the Dresser Wayne iX Technology Platform, we now provide petroleum retailers of all sizes the power to edit and distribute content that will drive traffic and ultimately generate higher-margin sales."

Besides original video content, iX Media also enables retailers to create coupons that can be printed at the dispenser, providing an immediate call to action for pump customers. The coupons can be customized with unique offers, graphics and even bar codes to track customer use and behavior. Because of the iX Technology Platform's open architecture, iX Media can be managed using any POS system.