Redefining the Forecourt
HOW CAN RETAILERS DRIVE MORE CUSTOMER ENGAGEMENT FROM THEIR FUEL PUMPS?
Fueling up is a unique circumstance where a business can capture the full attention of a customer for an extended period with limited distractions. Step one in taking advantage of this opportunity for retailers begins with the capabilities of the outdoor payment terminal (OPT) displays featured on their fuel pumps. C-stores have a massive opportunity to drive engagement and capture attention with these screens. With the right OPTs and system interface, the possibilities are endless.
Full color video and audio touchscreen payment terminals can host a multitude of revenue generating opportunities like loyalty programs, media deployments, in-store offers or customized prompts or promotions.
For retailers looking to make a fast return on investment, media is a fantastic opportunity to grow store revenue. Forecourt retail media companies like FuelMedia TV work with advertising companies to coordinate and deploy advertisements to
the fueling pump. Through FuelMedia’s fully programmatic ad-serving network, advertisements and store promotions can be targeted to location, brand, audience, offerings and more. And ads can be updated in moments to capitalize on changes in the weather or other events. Cloud-connected OPTs like the Invenco G6 and G7 OPT models, which have an asset management platform backing them, make the process of importing, organizing, deploying and collecting data on advertising even easier.
HOW CAN C-STORES GROW REVENUE THROUGH THIS KIND OF MEDIA?
When OPT digital displays showcase c-store products at the pump, they move fueling customers into the store, increasing foot traffic, growing basket size and driving revenue. FuelMedia TV works with CPG brands and media firms on product advertising, which can be coordinated with the retailer’s category management team to multiply the effectiveness of trade promotions, as well as promotions for retailer-branded products. Highly impactful advertisements, delivered to customers moments before entering the store, dramatically increase product, category and brand sales across the board.
With a trusted media partner delivering family friendly infotainment, curated to appeal to local audiences, c-stores can leverage media to build their own brand. Creating a positive, engaging customer fueling experience encourages loyalty and welcomes fueling customers into the store.
CAN RETAILERS ALSO COLLECT CUSTOMER DATA OR OTHER INFORMATION?
Absolutely, and this is where the advanced technology and cloud-based Invenco/Fuel-Media TV solution shines. It is an ideal platform to promote and acquire customers for the retailer’s loyalty program and mobile app. OPTs can be configured to recognize loyalty customers with opportunities to personalize retargeting messaging to loyalty mobile app users. This loyalty information can also become part of the audience targeting attributes and success measurements for CPG advertising initiatives and store promotions.
HOW COMPLICATED IS IT TO IMPLEMENT?
Agile and innovative cloud-based solutions make it easy to update, monitor and control each display at the station level. Platform-based integration of foodservice ordering, couponing and loyalty apps save money and time from inception to implementation. That means new consumer engagement capabilities can be introduced at the pump in hours or days vs. months or years. And with full-service media management capabilities, planning, targeting and delivering store promotions are a breeze for marketing staff.
DO YOU HAVE TO RELY ON OUTSIDE VENDORS TO MAKE CHANGES?
With the right system interface, you should not have to. For a long time in the retail fuel industry, vendors of c-store software systems provided complex code structures which are difficult to implement, adjust and expand. This meant that each change and expansion of the platform had to be coordinated through and completed by the system vendor. We believe this shouldn’t be the case. Each business should truly and fully own their systems, with the ability to manage, change and build on that system as they develop new ideas and opportunities for implementation. This saves time and money for businesses in that they can develop system road maps on their own timeframe and using their own internal teams or selected vendors to manage implementations. It also affords an advantage over the competition, which may be left tied to a vendor they selected years ago to make improvements to their digital customer engagement strategies.