Fuels

DFS Pulls Customers to Stores With Infotainment

Shep partnership opens access to merchandising platform
convenience store forecourt marketing
Photograph courtesy of Dover Fueling Solutions

AUSTIN, Texas — Dover Fueling Solutions (DFS) is collaborating with Shep Digital Solutions, a merchandising platform that helps convert fuel-only consumers into multi-product purchasers. The data analytics-driven merchandising platform combines local, relevant “infotainment” with targeted, retailer-branded marketing messages to spur transactions.

Currently, convenience-store retailers face challenges with driving customers into stores and gaining repeat business. DX Promote is a product in the DFS DX connected solutions platform and the latest generation of iX Media and Media by DFS offerings for stations who want greater control over their customers’ in-dispenser media experience. By using DX Promote’s open infrastructure and integrating it with a subscription to Shep’s merchandising platform, fuel retailers can drive in-store traffic by using their sales data and predictive analytics to amplify promotional messaging. The automated scheduling and content distribution process enables retailers to manage content and tailor it to the needs of consumers.

“Our recent collaboration with Shep Digital Solutions provides our customers who are interested in managing their own media with more options to maximize their promotional and media content initiatives, further engage their customers and drive additional sales in their stores,” said Kendra Keller, vice president and general manager of North America at DFS, Austin, Texas.

“We’re excited about the opportunity to partner with DFS through their DFS DX connected solutions platform,” said Brian Nelson, president and COO at Shep Digital Solutions. “These new solutions allow convenience retailers the opportunity to take back control of their forecourt and focus on converting fuel-only customers to in-store, multi-product purchasers, leading to increased profits.”

DX Promote launched in July 2020 with the DFS Anthem UX user experience platform. This collaboration offers a full-service capability for customers to fully customize their content, enhancing their customer’s overall experience at the dispenser, the company said.

Knoxville, Tenn.-based Shep Digital Solutions, formerly NewsBreak Media Networks, offers comprehensive digital shopper marketing solutions for the fuel and convenience retail industry. Its services include point-of-purchase marketing automation and content procurement and production, integrating forecourt media with the overall digital shopper marketing strategy and technology.

DFS, part of Dover Corp., comprises the product brands of ClearView, Fairbanks, OPW Fuel Management Systems, ProGauge, Tokheim, and Wayne Fueling Systems, and delivers advanced fuel dispensing equipment, electronic systems and payment, automatic tank gauging and wetstock management solutions worldwide.

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