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GREENSBORO, N.C. – Gilbarco Veeder-Root partnered with Linq3 to launch Play at the Pump, an application that allows consumers to purchase lottery tickets at the fuel dispenser. The new service is designed to give retailers access to would-be lottery players, increasing the ticket sales opportunity among consumers who may not enter the store and encouraging repeat business.
Play at the Pump is designed to drive forecourt sales of lottery tickets, but has also proven to increase overall lottery sales, both at the pump and inside the store, by generating awareness of high-jackpot games, according to the company.
The application is designed to be easy to implement with the Passport point-of-sale solution and the Encore dispenser family. Gilbarco Veeder-Root is also planning future applications for other combinations of its technology.
"Gilbarco Veeder-Root is in the business of increasing retail sales and driving revenue for our customers," said Bryan Crossan, director of marketing, Gilbarco Veeder-Root. "With this product, we are bringing innovative technologies to the forecourt, to drive loyalty and repeat business among consumers and offer retailers a way to differentiate from competition."
Locations in Minnesota and Missouri are currently piloting Play at the Pump, and it is expected to expand into more states in 2014.
"In just a year's time from 2011 to 2012, lottery sales in North America grew by roughly 10 percent," said Daniel Cage, chief executive officer, Linq3. "The technology Gilbarco Veeder-Root is introducing with Linq3 will be instrumental in increasing overall sales by offering a lottery product that caters to the casual player who uses self-serve at the pump. It's a new and convenient way to play that complements traditional sales."
Gilbarco Veeder-Root will feature Play at the Pump at the 2013 NACS show in Atlanta at booth No. 4217.