BIRMINGHAM, Mich. -- Atlas Oil Co. will roll out the inOvationTV media platform (iOTV) to its dealer base through Gas Station TV (GSTV) and Wayne.
With the inOvationTV Wholesaler Partner Program agreement, approximately 50 Atlas convenience stores across Chicago and Indianapolis have been earmarked for inOvationTV installation, with further expansion plans in the works. All participating stations will have their Ovation dispensers retrofitted on site with the turnkey, forecourt media program, fully funded by inOvationTV.
Atlas sites already installed with iOTV have reported positive customer feedback and measurable sales lift, prompting the company to expand the availability of inOvationTV across its dealer base.
"Based upon the strong results achieved through our initial inOvationTV stations in Chicago, Atlas is extremely confident that extending the program to our dealers throughout the market and in Indianapolis will net significant impact," said William Shaver, executive vice president of retail, Atlas Oil Co.
"Not only did inOvationTV provide immediate impact on the customer experience, it helped drive significant lift in our promotional sales," added John LeBlanc, director of stores and training, Atlas Oil. "In the locations carrying iOTV and our related promotional spots, pizza sales increased 25%, breakfast sandwich sales were up 60%, and energy drink sales rose 50%."
The lift results at the Atlas stations are consistent with the performance indicators tied to inOvationTV around the country. "We're very pleased with the positive impact we had on Atlas' business performance," said David Leider, CEO, GSTV. "The results coming out of the Atlas in Chicago mirror the customer satisfaction and sales results we've documented with other wholesale and retail partners."
The inOvationTV Wholesaler Partner Program through which Atlas will offer the media platform is designed to make it easier for fuel suppliers to extend their services and leverage iOTV as a simple, cost-effective, added-value solution for their customers.
In addition, the inOvationTV Wholesaler Partner Program enables significant benefits for the wholesaler's customers. For their dealers, the free program includes:
- $25,000 (average per-station value) capital-expenditure retrofit.
- Six-year full-service and maintenance warranty from Wayne.
- GSTV's exclusive broadcast-level media content.
- Customized promotional ads for their station and product.
"Adoption of inOvationTV among oil companies and individual gas retailers has grown steadily since we launched the program in 2011," said Leider. "Now, with the inOvationTV Wholesaler Partner Program, we anticipate our growth rate to quicken substantially, rapidly increasing our market and retailer penetration."
GSTV and Wayne is actively growing the service for dealer groups in Dallas, Los Angeles, San Francisco and other major markets.
Based in Taylor, Mich., Atlas Oil Co. is a national fuel-supply and distribution company, supplying fuel to nearly 400 gasoline c-stores throughout Illinois, Indiana, Michigan and Ohio.
Gas Station TV (GSTV) delivers the hard-to-reach, on-the-go consumer and reaches more than 38 million monthly viewers at the nation's leading gas retailers in more than 110 U.S. markets.
Wayne is a component of GE's 2011 acquisition of Dresser Inc. and is a leader in the design, manufacturing and servicing of forecourt fueling solutions.
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