National Petroleum News (NPN) has been the independent voice of the petroleum industry since 1909 as the opposition to Rockefeller’s Standard Oil. So, motor fuels marketing and retail is not just a sideline for us, it’s our core competency.
Issue link: https://read.dmtmag.com/i/166098
Gas Station TV Simply put, dispenser marketing is a simple extension of any existing marketing efforts. Promotions that are already created and displayed inside the store can easily be leveraged at the pump. "Technology is making greater interactivity at the dispenser a reality. For example, our exclusive GSTV mobile phone application is a way for our advertisers to connect consumers with a mobile app, Web page, coupon offering, video or other marketing links directly from the forecourt," says David Leider, chief executive officer, Gas Station TV. "We have also seen increased interest in the IP-addressable nature of our network, where on-the-go consumers can be marketed to based on their geographic location. There are also some interesting dynamics unfolding based on the convergence of message delivery, enhanced loyalty programs, improved customer identification and evolving payment technology. It's an exciting time for our industry to say the least." Harry Singh, president and CEO of New York City based Bolla Oil Company has leveraged his company's participation in dispenser marketing programs to communicate with their customers on a number of different levels. "From messaging behind our Bolla Market brand and our deli offerings, energy drinks, fountain drinks, car washes, even the launch of our FaceBook page—we're able to tailor our messaging to each individual site," Singh says. And while a many petroleum retailers utilize dispenser marketing, others are using location-based technology to engage shoppers as they pass near their stores to guide them to their pumps. As Anton Bakker, CEO of Outsite Networks explains, according to Pew Research, 80 percent of U.S. adults, ages 18 to 34 own smartphones. "Though technically not tied to the dispenser, smartphones have become the consumers go-to source for personal entertainment, connection to work and friends, and engaging with their favorite brands," Bakker says. "Shoppers are more likely to look down at their phones while fueling than just about any other activity. AllPoints Rewards mobile app uses acute location based technology to engage shoppers as they pass near your store to guide them to your pumps. Then, it entices them from pump to store with one-to-one promotions and entertainment." The engagement starts as a location-based push notification from the retailer as the shopper is within range of their c-store announcing a limited time offer or contest. The message then guides shoppers to tap and view the app when they have pulled in to fill-up. As they fuel, shoppers scan deals, track their rewards or learn about loyalty options, browse for new snacks and beverage to try, and are entertained and educated with streaming video. "Essentially, the shopper starts shopping before they even head into the store," www.npnweb.com n NPN Magazine Bakker says. "They experience is designed for both street-to-pump conversion as well as pump-to-store conversion." Outsite Networks also features targeted audio messaging at the pump. The system can recognize loyalty members by their ID, as well as non-members. Bakker says audio is effective because the content is absorbed by shoppers, even while they zero in on their smartphones. The audio begins the suggestive sales process and alerts members when they have a reward waiting. It is also highly effective at recruiting new members. Consumer Perspective For Gas Station TV in Birmingham, MI, dispenser marketing is about providing an enhanced fueling experience for the consumer. In doing so, they routinely track consumer attitudes and feedback regarding their program offering. "Our consumers appreciate the news and weather updates, and awareness of the promotional items and other offers we're featuring in our c-stores," says William Shaver, vice president, Retail Division, Atlas Oil Company. Singh explains how his company was a charter participant in the Wayne's inOvationTV media program which incorporates GSTV. "It has helped us emphasize our commitment to a superior customer experience; and has also provided us with a direct link between our fueling business and our c-store business," Singh says. "Customer feedback has been overwhelmingly positive. We strive to provide added value in everything we do, and the inOvationTV forecourt media program helps us underscore our commitment to providing the best customer experience at our sites." Leider adds that almost 100 percent of motorists enjoy his company's quality content and prefer visiting stations with GSTV. "We're able to engage consumers with our exclusive content, including sports from ESPN, CNN's Headline News, Showbiz Tonight, Bloomberg News and local weather reports from Accuweather," Leider says. "From a business impact perspective, we also know that many of the product categories we advertise— beverages, confection and lottery—are hyper-responsive to forecourt media advertising. Ninety percent of our viewers, for example, purchase snacks or beverages, which contributes significantly to our participating dealers' c-store sales." Bakker says that overall, it's important to engage with shoppers wherever they meet your brand—be it social, mobile, at the pump, or in the store. "Engaging shoppers at the pump, when part of an integrated mix of media channels, will drive more shoppers into your stores," he says. "Our statistics show that smart, targeted engagement leads to growth in sales. If the shopper gets one message from the pump communications, another from mobile, and another from FaceBook, and another from the associate in-store, you risk SEPTEMBER 2013 23