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RETAIL OPERATIONS By MauraKeller Marketing at the dispenser A Captive Audience R etailers today operate in an incredibly competitive environment. Just ask Jermaine Simons, sales manager at Bermuda-based Rubis Energy. Recently Rubis was looking for an innovative solution to give shoppers an added benefit to visiting their network of stations. That's when the company turned its attention to dispenser marketing, partnering with Outsite Network to install a loyalty system that offers an easy solution to improve their bottom line. And Rubis Energy is not alone. More and more retailers are recognizing the vital role dispenser marketing can play in their marketing efforts and investing in technology that can help them further connect to their customers. Individual Focus Gilbarco's ApplauseTM TV 22 For Rubis Energy, their marketing at the dispenser efforts are part of a comprehensive loyalty program. "The presence of this program has generated considerable positive feedback in the community," Simons says. "Prior to our program coupons and rewards were not widespread in our area. Three years later, consumer offers and incentives SEPTEMBER 2013 have become widespread. Consumers and partners alike see us as the catalyst for bringing this positive experience into the community." Specifically, the Rubis Energy dispenser-marketing program includes audio at the pump, driven by Outsite Network's loyalty system, alerting shoppers of their status in their loyalty program, as well as playing promotions in 15-second spots. Rubis uses the spots to promote their rewards program, contests and special offers. They also feature offers from partners to cross promote, co-market events and charities and provide more value to Rubis Energy shoppers. Audio also provides hints and suggestions to attendants to remind consumers to use rewards tags, to take advantage of an offer, and to get them into the store. "We find it is effective in generating awareness and incentivizing impulse purchases," Simons says. "We know people are listening from their feedback and the feedback of our partners." And in today's competitive marketplace, connecting with your customers in such a way is paramount to your success. As Marie Joergensen, product manager, Media Systems at Gilbarco explains, low and volatile fuel margins, paired with intense competition are challenges that convenience store operators face daily. Gilbarco fields the ApplauseTM Media System. "The positive side to this competitive backdrop is that we are seeing the best retailers find really creative ways to push the boundaries of consumer interaction and develop connections," Joergenson says. "In-dispenser media is a hugely valuable touchpoint for retailers to integrate into their marketing strategy. Smart retailers are realizing that the majority of their customers are typically fuelonly customers, and they have that audience captive at the dispenser, usually tethered with a hose, for two to four minutes." These retailers are using in-dispenser marketing to connect with those consumers and give them a reason to come inside for a higher margin purchase, and to come back again. NPN Magazine n www.npnweb.com