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SOUTH PORTLAND, Maine -- Irving Oil has begun to install video screens at the gas pump in Maine and New Hampshire.
According to the Kennebec Journal, the company is airing IRVision at the pump in South Portland, Wells and Eliot, Maine, as well as three gas stations in New Hampshire, one of which is located in Portsmouth.
IRVision reportedly features advertisements for Irving Oil's Circle K convenience stores, weather forecasts, news and sports highlights and ads for Irving itself. The company is "exploring options" for expanding the television at the pump program, the news source reported.
"We know that people stand there [at the pump] and they feel captive," Cheryl Eveleigh, Irving Oil's manager of innovation and offer development, told the newspaper. "They're tethered to that pump for four or five minutes and … if we can make people walk away with a smile, feeling good about their day, that's a good thing for Irving.
Irving Oil first installed IRVision at the Portsmouth location last fall. The other television pump installations have been much more recent. Eveleigh said early returns from the Portsmouth store are encouraging.
Eveleigh added that it will soon use the touchscreen capability on IRVision to survey customers to determine if they like or dislike the video offerings, the Journal reported.