'Hello, Joe Motorist'

Gilbarco gas pumps to greet customers by name, offer personalized retail promotions

Published in CSP Daily News

GREENSBORO, N.C. -- Convenience store cashiers may not remember their customers by name or recall their favorite soft drinks, but fuel dispensers soon will through the enhancements introduced by Gilbarco Veeder-Root.

The company's Applause Media System and Applause TV with Outcast will help retailers differentiate themselves by personalizing the customer experience by tailoring content, promotions and on-demand coupons based upon loyalty status and purchase history.

"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."

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

"Personalized marketing increases consumer interest and retailer success. With Applause, we add the benefits of printing coupons straight from the fuel dispenser and providing a direct link to social media and mobile technologies," said Pat Lewis, CEO of Kickback Points, Twin Falls, Idaho.

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

Gilbarco Veeder-Root will offer retailers this new functionality through the Applause digital media platform, which uses large color screens integrated in the dispenser to drive customer loyalty and in-store sales.

Greensboro, N.C.-based Gilbarco Veeder-Root is a worldwide technology leader for retail and commercial fueling operations.

Keywords: 
loyalty, pos