SALT LAKE CITY -- Sinclair Oil Corp. and Bennett Pump Co. have agreed to a deal that will introduce NewsBreak Media Networks’ innovative programmatic merchandising platform to newly integrated display screens in the Bennett Pacific pump series at Sinclair’s flagship store in Olympus Hill, Utah.
The store is owned and operated by Lillie Enterprises and is located in suburban Salt Lake City.
NewsBreak, a fully integrated, merchandising solution, manages and delivers content through a centralized, automated content management system. The company’s predictive analytics software uses historical sales and key consumer buying variable data, such as unit sales, market basket, time of day, temperature and household income, to build contextual content management rules for each retail location. The content management system will then deliver a relevant playlist of merchandising messages to integrated display screens at the fuel pump, in-store screens and retailer loyalty program applications.
The software creates a feedback loop by continually updating new sales and consumer buying variable data to inform and adapt the contextual rules, resulting in the adjustment of the playlist.
The content will feature Sinclair-branded merchandising messages promoting in-store products and services, as well as locally curated news and weather information from KSTU/Fox 13 News.
“Convenience-store operators can now take back control of their forecourt and focus on converting fuel-only customers to multiproduct purchasers leading to increased profits,” said Bob Bradley, president and CEO of NewsBreak, Knoxville, Tenn.
Fuel dispenser manufacturer Bennett Pump is based in Spring Lake, Mich.
Salt Lake City-based Sinclair markets fuel in 19 states and supplies fuel to more than 1,300 gas stations. The company also owns two refineries in Wyoming and has more than 1,100 miles of pipeline in the Rocky Mountains.
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