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    Meyer Oil Deploys Cross-Marketing Technology with Grocer

    Three of its BP- and Marathon-branded stores will gain the Excentus system.

    TEUTOPOLIS, Ill. -- Meyer Oil, operator of a chain of convenience stores based here, selected Excentus Corp.'s Reward Marketplace and Reward Link, allowing it to partner with local grocery stores to offer discounts for fuel, based on food purchases at the supermarkets, the company stated.

    Three of Meyer's BP- and Marathon-branded stations will partner with three grocers in Illinois -- a Vandalia, Ill., BP station with Harmons IGA; the Danville, Ill., Marathon station with Covington Foods; and a Robinson, Ill., Marathon station with Robinson IGA -- for the Pump Perks program. The partnership with the BP-branded stations marks the first time a BP fuel site is using Excentus Reward Link, according to the company.

    The results so far have been "good to fantastic," Randy Meyer, president of Meyer Oil, said in a statement. The program is attracting new customers from the grocery store to the gas station for fuel discounts, he added.

    "We expect that to continue and be worth the investment," he said. "Let me explain how Suzy Homemaker perceives cheaper gas prices -- she's ecstatic. The price of gasoline is such an emotional issue with people. Anything they can do to lower that gas price, they want to do."

    The Reward Link program attaches to the stations' Verifone Ruby SuperSystems to retrieve customers' reward information and adjust the price appropriately, the company stated.

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