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August 2017 Issue

Erwin Oil Tests Gilbarco’s Survey at the Pump

October 7, 2014 •

Gilbarco Veeder-Root has completed a successful test of a new innovation on the Applause media platform: Survey at the Pump. The Applause TV with VNET® – At the Pump content loop presents surveys to each fueling customer. For answering the survey, fueling customers can get valuable coupons for in-store products. Durham, NC based Erwin Oil Co, Inc. tested this new feature, which provides a creative way to engage customers at the pump.

“Survey at the Pump has great customer appeal, and we saw strong coupon print and redemption rates,” said Greg Erwin, vice president of 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 turn-key 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, on-site and c-store promotions and on-demand couponing capabilities to 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. “Gilbarco is always looking for ways to help retailers differentiate their locations and grow in-store sales through innovative solutions.”

Visit Gilbarco Veeder-Root at the NACS Show, booth # 5621, to see a demo of Survey at Pump.

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