MAPCO Express Adopts Gilbarco & Odysii's Impulse Upselling Platform

Exclusive global technology partnership offering ''marketing Darwinism"

Published in CSP Daily News

BRENTWOOD, Tenn. -- MAPCO Express has adopted Gilbarco Veeder-Root and Odysii's new point-of-sale (POS) platform for upselling. Convenience store shoppers will gain access to more valuable, relevant promotional offers at the point of sale with the Impulse platform, part of Gilbarco's suite of retail applications. Building on the software developed by software provider Odysii, the technology firms have announced their exclusive global partnership to create a new generation of highly intelligent and automated tools to enable c-stores to increase sales.

"We challenged Gilbarco and Odysii to work with us on an industry first--to give our forecourt customers real-time access to promotions and the ability to purchase in-store merchandise while refueling," said MAPCO Express president Igal Zamir.

"This project, scheduled to begin testing soon, should help us deliver on our objectives to increase store traffic, make it easy for loyal customers to buy their routine items, and gain opportunities to win the loyalty of customers that visit primarily for fueling," he said.

Impulse integrates with Gilbarco Passport or any other POS systems to deliver targeted recommendations via an additional touch screen. Retailers using the system report 3% to 5% increases in average basket size and gains in targeted categories such as private-label products, the companies said.

Impulse delivers improved sales through a unique, accurate prediction of the most probable upsell opportunity, they said. Impulse analyzes numerous variables and improves over time, rather than just looking at the last scanned item. The company calls it "Marketing Darwinism," because it takes into account location–specific and consumer patterns like weather, consumer purchase history, trends in nearby stores, time of day and more, learning and evolving in order to provide the most relevant offer to each consumer at a moment in time.

Impulse also provides a platform for coupon functionality to encourage bounce-back traffic.

Impulse interfaces with a retailer's existing POS system, price book and promotions calendar. The system can be set up quickly to begin delivering on retail objectives: increasing same-store sales, driving private-label offers, reinforcing company branding and increasing shopper engagement and loyalty through games, surveys and coupons.

Together, Gilbarco and Odysii will extend the solution to Gilbarco dispensers, mobile applications and other devices, creating an unprecedented combination of intelligent upselling technology that delivers the right upsell message at the right time as consumers move from off site to forecourt to c-store.

"The Impulse upselling platform is a valuable addition to our long commitment to retailer profitability through merchandising applications, from the point of sale to the forecourt and beyond," said Martin Gafinowitz, president of Gilbarco Veeder-Root. "We are also pleased to announce that MAPCO has adopted the Impulse in-store solution and will soon launch a new forecourt merchandising extension of Impulse we call Purchase@Pump."

Adi Eyal, Odysii's CEO, said "Gilbarco Veeder-Root is the perfect partner to bring our intelligent upselling solution to market. Their leading technology, especially the open architecture of Passport, and the best service and distribution partners in the business, are a great fit with our business values."

Founded in 2004, Woburn, Mass.-based Odysii is a global provider of marketing intelligence software solutions for one-on-one marketing and suggestive selling at the point of purchase. Its software-as-a-service (SaaS)-based solution has delivered targeted selling for retailers such as HEB, Mapco Express, 7-Eleven in Asia, Benavidas Drug Stores and more.

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

A division of Delek US Holdings Inc., Brentwood, Tenn.-based MAPCO operates approximately 375 stores in seven Southeast states under the names MAPCO Express, MAPCO Mart, East Coast, Fast Food and Fuel, Favorite Markets, Delta Express and Discount Food Mart. The retail segment supplies fuels and merchandise throughout the network of stores.

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