Petrol pump manufacturer Dresser Wayne has forged an exclusive global partnership with EK3 Technologies, which will see the digital merchandising firm’s innovative digital signage installed on petrol pumps in 115 countries worldwide.
Digital signage drives consumer buying decisions at the pump and in the convenience store. EK3’s digital signage, also known as ‘narrowcasting,’ uses data from a business to customize streaming video displays embedded in the petrol pump or displayed in the station’s convenience store – reaching customers right at the point of purchase.
The partnership allows station owners of any size to customize promotions, offer printable coupons, build brand loyalty and engage in ‘day-parting’ – such as promoting coffee and breakfast foods in the morning and soft drinks and snacks in the afternoon.
The digital signage, which is part of Dresser Wayne’s iX Media platform for gas stations, also provides new local advertising opportunities for station owners.
The partnership, which brings together products of EK3, Dresser Wayne and Microsoft, is already being used in some of BP’s sites, as well as The Home Depot petrol stations. The venture is due to launch in Europe in September 2007.
Increasing in-store sales and building customer loyalty are primary objectives of our customers around the world, said Neil Thomas, global president of Dresser Wayne. To help our customers reach those goals, we have signed this global partnership with EK3. Together, our technologies offer fuel retailers unmatched electronic merchandising and marketing capabilities.