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    Applause Media System Adds Audio and Video

    Draws fueling customers inside the store for incremental purchases, Gilbarco Veeder-Root reports.

    GREENSBORO, N.C. -- Gilbarco Veeder-Roothas enhanced its Applause Media System with expanded audio/video capability, the company reported.

    In addition to graphic-based forecourt promotions and coupons, the new release allows retailers to add rich audio and video content to promotions displayed on Encore S dispensers with color screens.

    "Unlike most new technologies, the Applause Media System is one of the easiest interfaces I’ve ever used," Jon Hoffman of RH Smith in West Richland, Wash., said in a released statement. "Applause with audio and video at the dispenser provides us with an audience with our gas customers that we never had before, turning a fuel-only visit into an in-store purchase. We use the reporting available with the system to give us a strong indication on what products to sell, how to position up-sell items, and to monitor daily traffic."

    Since its introduction as an interactive in-pump couponing application, Applause Media System has proven its ability to drive in-store sales and improve car wash mix, according to Mark Williams, product manager at Gilbarco Veeder-Root. Promotional content is delivering an average of 40 million ad impressions per month. A high percentage of existing Applause Media System users have requested the audio and video features, Williams said. The company expects most current users will add them.

    "The ability to easily create and schedule content by market and day part has also contributed to the success of Applause," Williams said.

    A comprehensive library of ready-to-use audio and video content, artwork and advice is available to users at no additional charge through the Gilbarco Applause User Portal and Control Center. Applause Media System also accepts all major file formats for any audio/video material that retailers already have or can obtain from their suppliers, according to the company.

    The audio/video release of the Applause Media System is available now and will be exhibited at the NACS Show, Las Vegas Convention Center, October 20-23, Booth 5572.

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