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Technology/Services

Erwin Oil Testing Survey at the Pump

New feature helps retailers target millennials for in-stores sales

DURHAM, N.C. -- Erwin Oil Co. Inc. is testing a new feature on Gilbarco Veeder-Root's Applause media platform: Survey at the Pump. Gilbarco Veeder-Root Erwin Oil (CSP Daily News / Convenience Stores / Gas Stations)

"Survey at the Pump has great customer appeal, and we saw strong coupon print and redemption rates," said Greg Erwin, vice president of Durham, N.C.-based Erwin Oil. "During the test, we asked our customers about everything from their favorite coffee flavor to their favorite NCAA team and were able to track results on our Applause portal. By targeting millennials with this feature, we were able to grow sales on targeted products."

Applause TV with VNET is a turnkey digital forecourt marketing solution that allows retailers to entertain and inform their customers easily with engaging content from leading broadcast television partners. The media platform also delivers national, regional and site-specific advertisements, onsite and convenience store promotions and on-demand couponing capabilities to help drive higher-margin, in-store purchases.

"Survey at the Pump is a result of an extensive end-consumer research project that generated new opportunities for retailers to interact with their customers," said Parker Burke, director of marketing with Gilbarco Veeder-Root.

Greensboro, N.C.-based Gilbarco Veeder-Root is a technology leader for retail and commercial fueling operations. It offers a broad range of integrated solutions from the forecourt to the convenience store and head office.

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