Gilbarco and Outcast Media have partnered, pairing a global provider of fueling technology with a digital content provider. With Applause TV with Outcast, Gilbarco Veeder-Root’s Applause Media System now supports third party national advertising, news and entertainment content on the large color screens embedded within the gas pump, along with consumer interaction and on-demand coupons at the pump. With this announcement of Applause TV with Outcast, Gilbarco now gives retailers choices for managing their content.
Outcast will provide retailers with fully-managed content utilizing the coupon-generating features of Applause Media System. Outcast programming includes content from CBS, Comedy Central, Warner Bros. Pictures and more than 20 other premier content providers. Outcast’s advertising partners include Red Bull, GM and Kraft, among many others.
“We are excited to enter into this industry-leading partnership with Outcast Media,” said Mark Williams, marketing manager, at Gilbarco Veeder-Root. “Test market results show that this partnership builds customer loyalty and increases site traffic by providing an entertaining and informative fueling experience.”
Matthew Stoudt, CEO of Outcast Media, said the company is thrilled to partner with Gilbarco. “We’ve long regarded Applause as a quality platform for engaging fueling consumers and encouraging higher conversion rates for in-store traffic. Now, Applause TV with Outcast offers retailers a turn-key solution to provide an enhanced fueling experience for their customers.”
Third party studies have verified that professional content at the pump improves the customer fueling experience and improves the effectiveness of c-store promotions. Previous Outcast surveys have shown that 85% of customers say Outcast is a good thing for gas stations to provide their customers, and 56% say they are more likely to re-visit a gas station because of Outcast. Gilbarco and Outcast recently completed a pilot study of Applause TV with Outcast at five Southside Oil/Uppy’s locations in Richmond, Va. The test revealed that 23% of the participants said they would go into the store for a purchase based on products advertised on the screens. During this time, coupons printed by fueling customers noticeably increased in-store traffic and sales.
“We try to use technology as much as possible to benefit our customers, and they were very impressed with the Outcast content and on-demand coupons they could immediately redeem from the Applause system,” said Marshall Hare, director of facilities and technology at Southside Oil (dba Uppy’s). “This partnership has given us the flexibility to generate revenue in several different ways and step above our competition with the leading technology.”
