Telecom Lead America: Robinson Oil is implementing VeriFone Media’s LiftRetail technology that allows marketers to target cross-sell and upsell messaging to consumers at checkout based on real-time analysis of the items they are purchasing.
Robinson Oil is implementing VNET at all of its 34 Rotten Robbie retail locations in Northern California.
“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, a privately held company based in Santa Clara, Calif.
VeriFone has recently showcased two media networks, VNET | At the Pump and VNET | In Store at Advertising Week Experience. These solutions will be exhibited at NACS Show 2012 in Las Vegas next week.
As part of the 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.
“With VNET, advertisers engage a captive audience with one-to-one marketing. 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,” said Jennifer Miles, VeriFone executive vice president, North America.
Meanwhile, VeriFone Systems has officially unveiled the next evolution of media at gas stations, providing advertisers and marketers with new promotional capabilities including on-demand coupons at the pump and transaction-specific promotions at the c-store checkout counter.
“We’re eager to use digital media to entertain and inform our customers while offering incentives that spur them to action,” said Robinson, who is also current chairman of the National Association of Convenience Stores (NACS).
Couponing is the newest addition to the VeriFone Digital Network (VNET), enhancing its ability to deliver digital media to consumers. During the 12-month pilot, the company observed that coupon redemption rates in excess of 10 percent exceeded industry norms for freestanding inserts.
Recently, VeriFone Systems said it is providing Beall’s retail chain with the MX 915, VeriFone’s advanced payment and media-enabled solutions system in a space-saving form factor. Verifone is also providing an advanced estate management solution called VeriFone HQ, which will aloe Beall’s to easily keep stores up to date with evolving payment and mobile solutions.
