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NAPERVILLE, Ill. -- Convenience wholesaler Eby-Brown Co. has entered into an agreement with Outsite Networks to promote that company's loyalty and media system to its customers, as well as offering a marketing program with a variety of value-added services to support the system, the company reported.
"We listen to our retailer partners," said Tome Wake, co-president of Eby-Brown. "They tell us they want a program that identifies their existing loyal customers, creates new loyal customers, and 'drives' gas-only shoppers from the pump into the store. By actually letting retailers "talk" directly to each of their customers, Outsite Networks' Fidelis system does all of that and much more."
Utilizing radio frequency identification (RFID) key-chain tags with audio messages and Internet-based real-time customer data, the system includes an audio speaker at the pump to "recruit" new loyalty customers as they fill up, and reminds those with key tags of their point totals or what rewards they have earned, according to the company.
When a new customer starts fueling, the Fidelis system automatically broadcasts a short audio message, explains the advantages and special offers of the loyalty program, and invites that shopper to sign up in the store.