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NEW YORK -- Robinson Oil Corp. is implementing VeriFone Systems Inc.'s VeriFone Digital Network (VNET) at all 34 of its Rotten Robbie locations in Northern California. The network provides advertisers and marketers with promotional capabilities such as on-demand coupons at the pump and transaction-specific promotions at the checkout counter, according to VeriFone.
Couponing is the newest addition to VNET, delivering digital media to consumers at the point of payment. The company enacted a 12-month pilot during which coupon redemption rates exceed 10 percent, and it is now rolling out couponing to its PAYMEDIA customers.
"Couponing at the pump, combined with targeted offers at checkout, has the ability to drive a significant increase in c-store sales," stated Tom Robinson, president of Robinson Oil, which was an initial PAYMEDIA pilot company.
Robinson Oil is also implementing VeriFone Media's LiftRetail technology, which allows marketers to target cross-sell and upsell messaging to consumers at checkout based on real-time analysis of the items they are purchasing, according to the announcement.
"We're eager to use digital media to entertain and inform our customers while offering incentives that spur them to action," said Robinson.
As part of the turnkey PAYMEDIA solution for gas station owners, VNET delivers short-form video and digital coupons to eye-level, in-pump displays, engaging consumers actively involved in a purchase, stated VeriFone.
"With VNET, advertisers engage a captive audience with one-to-one marketing," said Jennifer Miles, VeriFone executive vice president, North America. "They are able to leverage an incredible array of targeted solutions, from dayparting and geotargeting at the pump, all the way down to the consumer loyalty ID or the individual SKU of the product they are purchasing -- all in real-time."
VeriFone will demonstrate VNET | At the Pump and VNET | In Store at the NACS Show from Oct. 7-10 in Booth #3361.