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    MAPCO Adopts New Impulse Upselling Platform

    Software provides customers with real-time access to promotions while fueling.

    BRENTWOOD, Tenn. -- MAPCO Express will implement Impulse, which is designed to improve sales by providing accurate predictions of more probable upsell opportunities.

    According to Gilbarco Veeder-Root and Israeli software provider Odysii, which jointly manufacture the product, Impulse is different compared to competitor products because it analyzes numerous variables and improves over time, rather than just looking at a scanned item.

    "We challenged Gilbarco and Odysii to work with us on an industry first -- to give our forecourt customers real-time access to promotions and the ability to purchase in-store merchandise while refueling, said Igal Zamir, president of MAPCO Express. "This project, scheduled to begin testing soon, should help us deliver on our objectives to increase store traffic, make it easy for loyal customers to buy their routine items and gain opportunities to win the loyalty of customers that visit primarily for fueling."

    Impulse, can integrate with Gilbarco's Passport software or a retailer's existing point-of-sale system, price book and promotions calendar. The new software product will soon be extended to Gilbarco dispensers, mobile applications and other devices.

    "The Impulse upselling platform is a valuable addition to our long commitment to retailer profitability through merchandising applications, from the point of sale to the forecourt and beyond," said Martin Gafinowitz, president of Gilbarco. "We are pleased to announce that MAPCO has adopted the Impulse in-store solution and will soon launch a new forecourt merchandising extension of Impulse we call [email protected]."

    Brentwood, Tenn.-based MAPCO Express is a division of Delek US Holdings Inc., which has 372 convenience store locations.

    Greensboro, N.C.-based Gilbarco Veeder-Root offers a broad range of integrated software solutions from the forecourt to the convenience store and head office.

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