Gilbarco, Inc. has signed and closed a definitive purchase agreement to acquire Odysii Technologies, Ltd. located in Tel Aviv, Israel. Odysii pioneered an analytics and consumer messaging platform at the point of purchase designed to be integrated with the point of sale (POS), loyalty programs, mobile phones, and other consumer applications. Gilbarco and Odysii announced a strategic partnership in 2012 and have since been marketing the Odysii upselling platform as ImpulseT. This acquisition highlights Gilbarco’s continued commitment to providing technology that helps their retail fuel customers increase in-store sales.

Impulse is a consumer-centric messaging platform that integrates to the POS. It increases shopper basket size by communicating the store’s promotional calendar, including store specials, loyalty information and offers. Through cloud-based services, Impulse provides an upselling message unique to each consumer by performing analytics in real-time. The system is uniquely flexible to meet the needs of the retailer and is not solely dependent on national advertising.

“Our customers will benefit from this powerful Impulse platform, now with even tighter integration to our Passport POS, as well as future loyalty and mobile applications,” said Stephen Moule, President, Gilbarco North America. “As they deploy their EMV technology upgrades, retailers will be able to use Impulse and Passport to improve their loyalty programs, increase consumer retention, and differentiate their sites.”

Adi Eyal, CEO, Odysii noted, “We are pleased to advance our partnership with Gilbarco by becoming an official part of the team. We look forward to delivering a rich roadmap of targeted merchandising and loyalty features for the POS, as well as other Gilbarco technology.”
The Impulse analytics platform includes offers designed to increase shopper basket size, loyalty messaging and geo-fenced mobile messaging to help retailers drive consumers to their sites. In-store, the platform analyzes the transaction taking place in real-time and identifies the next best offer to complement the basket. Impulse also takes into account a number of data points including the weather, acceptance rates for an offer and affinity analysis, identifying which products sell better together.

The expert Odysii team will integrate with Gilbarco’s retail fuel merchandising experience, establishing the combined business as the technology leader in targeted advertising and upselling in the c-store, as well as with at-pump and mobile loyalty programs. Odysii will become part of Gilbarco’s organization, in a new division that will continue to operate from their existing facility in Tel Aviv.