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SAN ANTONIO -- Valero Retail Holdings Inc. will implement VeriFone's PAYMEDIA for Secure PumpPAY technology soution through an initial pilot at its corporate-operated Corner Store locations in the Austin, Texas, area.
VeriFone's Secure PumpPAY solutions enable gasoline retailers and distributors to retrofit fuel dispensers with Europay, MasterCard, Visa (EMV)-capable, payment card industry (PCI) payment systems intended to meet the latest payment security standards. The VeriFone modules incorporate full-color digital display and audio that elevates the fueling experience, according to VeriFone.
"Valero Retail's Corner Store network represents a customer base that is ideal for advertisers and marketers to reach consumers through an interactive digital marketing experience at the pump, and immediately influence purchasing decisions," said Jennifer Miles, VeriFone's executive vice president, North America.
VeriFone's media-enabled payment systems and services are designed to provide a state-of-the-art solution for secure payments, targeted advertising, coupons and special offers, and deliver real-time, relevant information such as weather and safety warnings.
VeriFone's PAYMEDIA product is new and was publicly unveiled for the first time at this week's 2012 NACS Show. The company is particularly excited about the couponing feature, which is the newest addition to the VeriFone Digital Network (VNET).
According to the technology provider, a 12-month pilot program for PAYMEDIA yielded coupon redemption rates in excess of 10 percent, which far exceeds industry norms for freestanding inserts.
"Couponing at the pump, combined with targeted offers at checkout, has the ability to drive a significant increase in c-store sales," said Tom Robinson, president of Robinson Oil. Robinson Oil was a PAYMEDIA pilot company and is now implementing VNET at all 34 of its Rotten Robbie locations in northern California.