Clipper Petroleum Implementing Latest Gilbarco Retail Technology; Reports Increased Transactions and Sales

Purchase at the pump

GREENSBORO, N.C., Oct. 9, 2013—Gilbarco Veeder-Root’s portfolio of retail technology solutions is making a big impact across the Clipper Petroleum network. Clipper is the first retailer in the country to install Purchase@Pump™, a new turnkey solution that increases in-store sales by adding the ability to purchase high-margin products and services directly from the pump. Clipper also installed Impulse™, a sophisticated upselling and customer engagement product, at numerous sites. Gilbarco Veeder-Root and Clipper will demo Purchase@Pump and Impulse live in the field to NACS show attendees in Atlanta next week.


“Clipper has been rolling out Gilbarco’s Applause™ TV media at the pump solution at our sites over the last year,” said Ed Hong, vice president of Retail Operations for Clipper. “So we were eager to add Impulse and Purchase@Pump. Upselling transactions inside with the Impulse solution, and now on the fuel island with Purchase@Pump, are adding up to increase sales across the board.”


The Clipper endorsement of and decision to roll out Impulse is based on the chain’s reported increase in sales of targeted items following implementation at five sites. Clipper also shared that it obtained 9,200 consumer survey responses from the same five sites over a three-month period, reinforcing the high-reach, high-engagement promise of the Impulse product. Impulse serves relevant promotions to consumers via proprietary adaptive algorithms, while notifying the cashier and prompting their engagement in the upsell opportunity.


“Impulse is the only countertop upsell product in the industry that is 100% focused on delivering the right targeted upsell to each individual consumer, leading to increased sales opportunities and proven results,” said Travis Bouck, vice president of marketing, North America, for Gilbarco Veeder-Root.


“And adding Purchase@Pump to our suite of retail solutions represents a new way for retailers to get a solid return on their forecourt investment,” added Bouck.


Purchase@Pump factors in data such as weather, time of day, and retailer promotional preferences in order to directly generate sales to traditionally fuel-only customers. The system has the secondary benefit of minimizing transaction fees by combining fuel and merchandise purchases into one payment transaction.


Both Impulse and Purchase@Pump will be featured at the Gilbarco Veeder-Root booth, October 12-15 at the NACS Show. Gilbarco Veeder-Root will also shuttle interested guests to see both products live in the field at a nearby Circle M Convenience Store and Gas Station at 983 Thornton Rd, Lithia Springs GA. Contact a Gilbarco associate at the NACS Show, booth #4217, for details.


About Gilbarco Veeder-Root
Gilbarco Veeder-Root is the worldwide technology leader for retail and commercial fueling operations and services. They offer the broadest range of integrated solutions from the forecourt to the convenience store and head office. For almost 150 years, Gilbarco has earned the trust of its customers by providing long-term partnership, uncompromising support and proven reliability.


For further information contact:
Andrew Syzek, Commercialization Manager
Gilbarco Veeder-Root
Tel: (336) 547-5460
e-mail: andrew.syzek@gilbarco.com