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DURHAM, N.C. –- Erwin Oil Co. Inc. successfully tested Survey at the Pump, a new innovation on Gilbarco Veeder-Root’s Applause media platform.
The Applause TV with VNET -– At the Pump content loop presents surveys to each fueling customer. For answering the survey, consumers receive coupons for in-store products.
“Survey at the Pump has great customer appeal, and we saw strong coupon print and redemption rates,” reported 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 digital forecourt marketing solution that allows retailers to entertain and inform customers with content from leading broadcast television partners.
“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 for Gilbarco Veeder-Root. “Gilbarco is always looking for ways to help retailers differentiate their locations and grow in-store sales through innovative solutions.”
Greensboro, N.C.-based Gilbarco Veeder-Root did not announce whether it will test Survey at the Pump at additional convenience stores.
Durham-based Erwin Oil Co. Inc. was founded in 1945.