Major Retailers Acting Ahead of EMV Compliance Deadline with Dispenser Marketing Upgrades

Applause TV with VNET achieves record month of orders—significant milestone for Gilbarco and retail partners

GREENSBORO, N.C. – August 4, 2015 —A record high in orders for Applause TV with VNET shows large, regional retailers upgrading their dispenser payment platforms to support new EMV standards ahead of the national deadline to implement. Orders for Gilbarco’s dispenser marketing platform, which combines required EMV upgrades with engaging “media at the pump” technology, doubled in June, compared with May.

 

“We’re using the upcoming EMV regulations as an opportunity to grow our business. In addition to enabling us to meet the 2017 deadline, Applause TV will bring incremental inside sales and an improved experience to our customers,” Charlie Edwards, Chief Operating Officer of Edwards Oil Company, dba Quik Mart Convenience Stores.

 

EMV is the secure, chip-based payment method already widely adopted in Europe. Fuel dispensers in the US have an October 2017 deadline for instituting EMV certified payment platforms. Adopting EMV-certified products helps retailers avoid the liability shift from banks to retailers outlined in the EMV changeover from magnetic strip cards.

 

Applause TV is full-motion video and audio experience that provides entertainment and drives customers into the store for high-margin purchases. It includes the connectivity hardware and software required for EMV transaction processing.

 

“This record month for Applause TV with VNET is a significant milestone for Gilbarco and our retail partners,” Andrew Syzek, Marketing Manager, Media, Gilbarco Veeder-Root. “Retailers are using the investment in EMV as an opportunity to differentiate their sites through media. Acting early offsets the cost for EMV compliance. Research shows a 10-34% range increase in sales of convenience drinks and snacks purchased in-store at Applause TV test sites.”

 

The VNET network has market reach of 95MM monthly viewers and works as a key differentiator among comparable sites in many markets. A typical loop of content includes advertorial “slots” for retailers to insert site-specific promotions, bundled with news, sports and entertainment content from 25 leading providers.

 

Retailers who have already committed to rolling out EMV via Applause TV to at least half of their sites include: Edwards Oil, Hollingsworth Oil, Sutey Oil, Energy North and McCullough Oil. These Gilbarco partners represent more than 100 Applause TV locations across the US.

 

“Our goal is to differentiate from our competitors by changing our customer experience. Applause TV allows us to do that and helps us prepare for the EMV upgrade cycle,” Louie Sutey, Chief Operating Officer, Sutey Oil.

 

Early upgrades to EMV are also part of a broader business strategy among retailers to avoid operation interruptions by implementing and testing the new transaction processing systems well before the deadline.

 

###

 

About Gilbarco Veeder-Root

Gilbarco Veeder-Root is the worldwide technology leader for retail and commercial fueling operations. We offer the broadest range of integrated solutions from the forecourt to the convenience store and head office. For 150 years, Gilbarco has earned the trust of its customers by providing long-term partnership, uncompromising support and proven reliability. In fact, we help manage the business and maximize the bottom lines for 19 of the top 20 convenience store operators in the U.S. Gilbarco Veeder-Root. Technology with a human touch.

 

For further information contact:

Lucy Sackett, Director Outbound Marketing
Gilbarco Veeder-Root
Tel: (336) 547-5607
Fax: (336) 547-5890
e-mail: mediainquiry@gilbarco.com