-- With fuel margins compromised by competition and credit-card fees, greater attention is being targeted on fuel-equipment efficiency, from accurate tank gauging to high-speed dispensers. So it's no surprise that dozens of operators across the country vied in the first Gilbarco Veeder-Root/CSP eXtreme Makeover.
Bobby & Steve's Auto World, operator of nine sites, was named the winner of the eXtreme Makeover, a contest in which Gilbarco will furnish more than $100,000 worth of equipment at one of the chain's stations.
The outdated technology at this location is preventing us from serving our advocates (customers) to our standards, said Steve Williams, president of the Minneapolis-based chain. We see a lot of opportunity for cross-promotion at the site with our other services that is currently hampered by the existing equipment.
For the Greensboro, N.C.-based Gilbarco Veeder-Root, the contest is not only an opportunity to highlight the dramatic upgrades made in fuel and point-of-sale (POS) equipment over the past couple of years, but also underscores a greater need for the convenience and petroleum industry to invest in infrastructure as margins are under siege.
Through intelligent application of technology, our solutions drive real results for retailers, said Richard Browne, vice president of service-station equipment marketing at Gilbarco Veeder-Root. The eXtreme Makeover, in partnership with CSP, is a great way to showcase the impact our products can have in improving site profitability.
Gilbarco will execute a complete site makeover, installing its Gilbarco Encore 500-S dispensers, SMART Merchandising and the Passport POS. The fuel equipment and technology company will also install FMS services, SMART Connect, Veeder-Root ATG (automatic tank gauges) and Red Jacket pumps.
Noting the robust retailer response to this inaugural contest, Browne added, Operators from all over the country submitted heartfelt applications for the makeover opportunity. Many cited undiscovered potential for their location as the reason they were most deserving of an upgrade.
Over the coming months, CSP magazine will evaluate whether and how the infrastructural upgrades improve traffic inside the store and reduce expenses through increased throughput at the pump. The reports will highlight, among other business aspects, in-store promotions, displays and transaction control.
We are confident that the Gilbarco solutions and services will turn the location around, said Williams.
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