Ricker's Pumps Up Pop Promotions
Retailer installs in-pump TV screens at new sites in central Indiana
ANDERSON, Ind. -- To help his Ricker Pop fountain program “pop” for fueling customers, Quinn Ricker decided to install fuel dispensers equipped with video screens at convenience-store sites planned for central Indiana.
As the president and CEO of Ricker Oil Co., a 50-store chain based in Anderson, Ind., Ricker opted to install Ovation fuel dispensers supplied by Austin, Texas-based Wayne Fueling Systems at new sites he’s developing in central Indiana. Ricker has already installed the program at upgraded and build-out sites in greater Indianapolis.
“We were one of the first in the country to aggressively position and differentiate ourselves,” Ricker said. “With the inOvationTV media program, we know that our customers are receiving an enhanced fueling experience and positive brand message every time they visit.”
Ricker’s chain is well known for its Ricker Pop fountain sales. “We decided early on to establish fountain drinks as a hero category and differentiator for our brand,” he said. “And our site-specific ads on the inOvationTV media platform allow us to consistently reinforce this with our customers.”
The company also introduced a branded rewards program, Ricker’s Rewards, in early 2012. “This is an area where the inOvationTV media program has proven to be a particularly powerful communications venue for us,” Ricker said about the program that has garnered more than 50,000 members so far. “Our rewards program is fuel focused, so promoting the program while our customers are fueling makes the program an especially logical and effective tool for us.”
“In addition to the branding and promotional benefits of the inOvationTV media platform, Ricker’s convenience stores have the assurance of knowing that the Ovation dispensers are EMV [or Europay MasterCard Visa] ready and capable of supporting near-field communication solutions, as these payment technologies are implemented,” said Cameron Nokes, product manager for Wayne.
The inOvationTV program is a joint forecourt platform offered by Wayne and its media partner, Gas Station TV, Birmingham, Mich. An early adopter of forecourt media, Ricker’s initially featured GSTV program content at a number of sites in 2007. With the introduction of the inOvationTV media program, it expanded the program to include additional sites as of 2012 and now into the near future.
“It is always particularly gratifying when respected retailers like Ricker’s convenience stores embrace the inOvationTV media platform and our exclusive GSTV media content at additional sites within their network,” said David Leider, CEO of GSTV. “It has been an important component of our growth strategy and a real testament to the improved business performance that retailers in our inOvationTV media program network experience.”