In Control
So, how much control does the retailer have over the content being displayed? Or is does the media partner control what is showing on the video dispenser?
“We have flexibility in how media can work, ranging from a complete hands-off approach to a complete hands-on approach,” Kumar said. “For those retailers that want no control, we can offer playlists at each fueling point, which include video clips on news, weather, sports and Hollywood interspersed with national advertisements. For those who want to emphasize in-store traffic, there is an option to also include coupons and/or local or store-specific advertisements. For those retailers who prefer a customized hands-on approach, we also give retailers the ability to supply their own video, image and coupon content so they can fully customize the customer experience.”
In the case of Gilbarco’s turnkey Applause TV program, the retailer is able to include one of their own promotional spots into the loop of content, and can also leverage the resources of the VNET creative team to help them build the most engaging and attractive content for their spot.
“With this type of program, the retailer also benefits from the provided entertainment content, which grabs the consumer’s attention so they don’t miss the retailer’s message,” Grant said.
The retailer has the flexibility to keep their segment updated frequently, and even utilize scheduling and day-parting tools to ensure their promotions stay relevant to the consumer throughout the day.
Courtesy of Gilbarco
“We have even seen retailers find success in building additional consumer loyalty by using their spot to promote local events such as showing as the local high school football game highlights,” Grant said.
With Gilbarco’s program, retailers also have the option of selecting a self-managed media program in which they have access to a full suite of tools—allowing them to design and manage the entire content loop.
Return on Investment
Industry research and anecdotal information that Wayne Fueling Systems have received from customers have both shown to be very positive with regards to sales uplift and enhanced consumer experience. According to Kumar, a study done by Neilson-Lieberman Research has shown:
Courtesy of Wayne
High amount of consumer preference for multi-media at the pump:
- 93% of consumers like gas stations with media content more than gas stations without media content
- 78% of consumers think media content makes pumping gas a better experience
- 88% of consumers enjoy watching media content every time they visit the gas station
- 83% of consumers believe media content is a good thing for stations to provide customers
Arguably more importantly, studies have also shown a significant sales uplift inside the store:
- Pepsi sales increased by 20%
- Average candy category sales up 69%
- AMP Juice Drink sales increased by 67%
- 5-Hour Energy sales increased by 47%
- Atlas Oil reported a 50% energy drink sales increase in Chicago
With the evolution of EMV chip cards in the marketplace and the need to upgrade equipment to accept these cards, now is a great time for petroleum retailers to evaluate adding the capabilities to show media at their dispensers.
