Gilbarco Dispensers Offer Customizable Content

Fuel customers can watch what they want at the pump
Photograph: Gilbarco

KNOXVILLE, Tenn. — NewsBreak Media Networks, a programmatic merchandising platform for the fuel and convenience retail industry, has launched its new on-demand product on Gilbarco Veeder-Root’s new Encore Experience, which enables retailers to customize what appears on-screen at Gilbarco Veeder-Root’s Encore dispensers. NewsBreak OnDemand allows users at the pump to choose among news, weather, sports and other content instead of watching a linear content loop at the dispenser.

“The new NewsBreak OnDemand solution feels like YouTube, allowing the user to control the type of content they watch,” said Bob Bradley, CEO of NewsBreak. “They can watch short-form videos in various content categories with pre- and post-roll merchandising ads that are programmatically chosen by our proprietary predictive analytics software to drive customers into the convenience store.”

NewsBreak is the first third-party application developer to release applications for Gilbarco’s new Encore Experience. Each convenience store can choose between NewsBreak’s linear option or on-demand option for Encore dispensers that have Encore Experience. In the future, NewsBreak will also sync with retailer loyalty programs to further incentivize customers to shop inside the store and offer gaming content applications such as trivia and other games at the dispenser.

”NewsBreak is the first third-party developer to take advantage of Encore Experience, our new open API customer engagement platform," said Monica Arroyave, forecourt solutions marketing director for Gilbarco Veeder-Root. "We are excited about this partnership and the innovation NewsBreak brings to the forecourt.”

As with NewsBreak’s linear option, the on-demand news, weather and lifestyle content is curated locally in an effort to make it more engaging and relevant to customers. Ads are chosen by NewsBreak’s proprietary data analytics platform, which uses information such as weather, time of day, neighborhood demographics, historical sales and more to increase conversion rates.

“Up to 75% of customers fuel up and drive away, which is a huge lost revenue opportunity for the industry,” said Brian Nelson, chief operating officer of NewsBreak. “Our solutions drive conversion rates and bring those customers into the convenience store. Instead of allowing advertising for competitors, our platform uses relevant merchandising messages to increase sales at the convenience retailer.”

NewsBreak Media Networks, based in Knoxville, Tenn., is a programmatic merchandising solution for the retail industry that uses predictive analytics to curate and distribute merchandising media. It allows retailers to reach receptive customers and influence purchasing decisions. Founded in 2009, it distributes more than 2,000 discreet screens of video content via a dynamic, proprietary software system that delivers 7.5 million impressions monthly across the country.

Greensboro, N.C.-based Gilbarco Veeder-Root specializes in retail and commercial fueling operations, offering a range of integrated solutions from the forecourt to the convenience store and head office. Major product lines include fuel dispensers, pump media, point-of-sale systems, payment systems, tank gauges and fleet management systems.

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