New Dixie Oil Installs inOvationTV at Pump

N.C. convenience store chain chooses Wayne, GSTV media platform

New Dixie Oil Dixie Mart (CSP Daily News / Convenience Store Petroleum)

ROANOKE RAPIDS, N.C. -- New Dixie Oil Corp. has chosen to install new Wayne Ovation fuel dispensers equipped with the inOvationTV media platform at its sites in Rocky Mount, N.C. New Dixie Oil, operators of 27 New Dixie Mart convenience store and fueling locations in 11 cities throughout North Carolina and Virginia, has previously installed the inOvationTV media program at its sites in Franklin, Va.

The retailer will install the inOvationTV media program, a leading forecourt media platform offered jointly by Wayne, A GE Business, a global provider of fuel dispensers and forecourt technologies, and Gas Station TV (GSTV), a major video network at the pump, at additional sites in North Carolina.

"The overall lack of differentiation in the marketplace makes the distinction of our sites on the basis of staff and state-of-the-art facilities more important than ever," said Scott Aman, president of New Dixie Oil. "We are engaged in a full-scale modernization effort, and new Ovation dispensers equipped with the inOvationTV media program are an important part of that effort."

New Dixie Oil was founded by Aman's father, Wallace Aman. A former Phillips 66 employee calling on jobbers in the southeastern United States, the senior Aman with the support of family, friends, and Phillips 66 purchased Dixie Oil in 1962. He subsequently renamed the company New Dixie Oil. At age 83, the senior Aman still comes into the office on an occasional basis.

"My father taught me that everything stems from the customer's experience at the pump," Aman said. "If your forecourt is tired then, logically, your whole operation looks tired. We're excited about the response our new dispensers and the inOvationTV media program will generate with our customers."

As a Subway franchisee, New Dixie Oil will be promoting its quick-service restaurant (QSR) business and other in-store offerings at the dispenser, as part of the site-specific promotions they will receive with the inOvationTV media program.

"We don't want our customers to just use their card at the pump and leave," Aman said. "We want our customers to take full advantage of everything we have to offer, and view us as a more destination-focused, unique group of stations."

"Our Ovation dispensers have been consciously designed to deliver an exceptional consumer experience and enhance the forecourt image of our retail customers," said Cameron Nokes, product manager for the inOvationTV media platform at Wayne. "It's a testament of our dispenser's design quality and our focus on the end-user that New Dixie Oil is making us an integral component of their modernization efforts."

Wayne and GSTV have recently expanded the availability of the inOvationTV media platform to gasoline retailers nationwide. The expanded program will help grow GSTV's national presence by thousands of pumps and millions of viewers annually, enabling retailers and advertisers nationwide to create deeper customer engagement, it said.