Superior Separates the Men From the Women at the Pump
Customizes inOvationTV content, media messaging to drive loyalty, in-store traffic
PITTSBURGH -- Superior Petroleum Co. said that its gas stations have customized the media messaging in Wayne and GSTV’s inOvationTV Media Platform for optimal customer segmentation. It said it has found that gasoline-dispenser media content aimed toward its female customers should focus on weather and news, while content aimed toward men should focus on in-store deals.
“Women are more likely to travel with children in the vehicle and more likely to pay at the pump,” said Milo Ritton, CEO of Superior Petroleum. “Men, on the other hand, are convenience-store shoppers who are more likely to buy products such as hot dogs, hamburgers, chips and tobacco. Based on site traffic, [we] tailor [our] inOvationTV media content to all drivers, providing a better fueling experience for women, as well as using media to drive men into the store.”
The company has deployed Wayne Ovation fuel dispensers with the inOvationTV media program and considers the television content to be a big competitive advantage, it said. The technology delivers added value to customers by offering information, entertainment, promotions and loyalty incentives.
The inOvationTV media program features exclusive content from Birmingham, Mich.-based Gas Station TV (GSTV). This includes sports from ESPN, news and entertainment from CNN’s Headline News and the Buzz Today, business and personal finance from Bloomberg TV and local-hosted weather updates from AccuWeather. All programming is custom-produced for the forecourt and updated multiple times throughout the day, and each fuel retailer can customize the loop with its own promotions to suit the individual needs and objectives of their stations.
“The inOvationTV media program provides large, customized, site-specific promotional ads for products and services that suit our fueling customers,” said Ritton. “We can offer sports, entertainment, news and weather at the pump; and the advertisements for goods sold in-store are extremely effective.”
Superior Petroleum also links the success of its rewards program to advertising on inOvationTV media platform. In rural sites with no walk-in coolers, for example, inOvationTV media program can drive as many as 10,000 rewards transactions per month in some stores, which helps drive overall grocery volume.
“The inOvationTV media program improves the fueling experience for our customers and helps improve consumer loyalty and traffic at our stores,” Ritton said. “Whether it’s an energy drink or a candy bar, Wayne and GSTV provide strong branding support and greater connectivity between our forecourt operations and our c-store operations to create deeper customer engagement.”
Fuel retailers can receive the inOvationTV media platform at no charge with the purchase of new Wayne Ovation 2 fuel dispensers, said Bill Reichhold, Austin, Texas-based Wayne’s vice president for North America.
Pittsburgh-based Superior Petroleum’s is a leading motor fuels distributor partnering with BP, Valero, Sunoco and CITGO to supply petroleum products to convenience stores and gas stations and for commercial accounts in Pennsylvania, Ohio, West Virginia and Maryland.