Gilbarco Veeder-Root launched “Play at the Pump” in partnership with Linq3. The application allows consumers to purchase lottery tickets via the fuel dispenser. This new service gives retailers access to would-be lottery players, increasing the lottery sales opportunity among consumers that may not enter the store, and encouraging repeat business, the companies said in a statement.
While Play at the Pump is designed to drive forecourt sales of lottery tickets, it has also proven to increase overall lottery sales, both at the pump and inside the store, by generating awareness of high jackpot games, the companies said. The application is easy to implement today with Passport POS and the Encore dispenser family; Gilbarco is planning future applications for other combinations of Gilbarco Veeder-Root technology.
“Gilbarco Veeder-Root is in the business of increasing retail sales and driving revenue for our customers,” said Bryan Crossan, director of marketing, Gilbarco Veeder-Root. “With this product we are bringing innovative technologies to the forecourt, to drive loyalty and repeat business among consumers and offer retailers a way to differentiate from competition.”
“In just a year’s time from 2011 to 2012, lottery sales in North America grew by roughly 10%,” said Daniel Cage, chief executive officer, Linq3, New York, N.Y.. “The technology Gilbarco Veeder-Root is introducing with Linq3 will be instrumental in increasing overall sales by offering a lottery product that caters to the casual player who uses self-serve at the pump. It’s a new and convenient way to play that complements traditional sales.”
Minnesota and Missouri are piloting Play at the Pump, and the product is expected to expand into more states in 2014, the companies said.
Gilbarco Veeder-Root will feature Play at the Pump at the NACS show, Atlanta, October 12-15, booth #4217.
Gilbarco Veeder-Root, Greensboro, N.C., provides technology for retail and commercial fueling operations and services, including integrated solutions from the forecourt to the convenience store and head office.
