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    Sinclair & Bennett Pump Partner on Digital Merchandising Platform Launch

    Fuel operator adds NewsBreak to its flagship store's pumps.

    OLYMPUS HILL, Utah — Sinclair Oil Corp. and Bennett Pump Co. inked a deal to introduce NewsBreak Media Networks’ merchandising platform to newly integrated display screens in the Bennett Pacific pump series at Sinclair's flagship store here. The store is owned and operated by Lillie Enterprises and located in suburban Salt Lake City.

    Knoxville, Tenn.-based NewsBreak’s predictive analytics software utilizes historical sales and key consumer buying variable data — like unit sales, market basket, time of day, temperature and household income — to build contextual content management rules for each retail location. The content management system will then deliver a relevant playlist of merchandising messages to integrated display screens at the fuel pump, in-store screens, and retailer loyalty program applications.

    Once deployed, the software creates a feedback loop by continually updating new sales and consumer buying variable data to inform and adapt the contextual rules, resulting in the adjustment of the playlist.

    The content at the Olympus Hill store features Sinclair-branded merchandising messages promoting in-store products and services, as well as locally curated news and weather information from KSTU/Fox 13 News.

    As CSNews Online reported earlier this year, Tri Star Energy LLC, operator of 86 convenience stores including 40 branded under the Twice Daily banner, is already utilizing the NewsBreak Media Networks platform at its fuel pumps.

    Salt Lake City-based Sinclair Oil markets fuel in 19 states and supplies fuel to more than 1,300 branded stations. The company also owns two refineries in Wyoming and has more than 1,100 miles of pipeline in the Rocky Mountains.

    Bennett Pump Co., available in 90 countries worldwide, was founded in 1919 and is one of the largest pump manufacturers in the world, with manufacturing plants in Spring Lake, Mich., and Shanghai, China.

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