SOURCE: Gilbarco Veeder-Root

Gilbarco Veeder-Root

September 30, 2014 15:50 ET

MAPCO Installing Gilbarco Veeder-Root Impulse™ Marketing Technology Platform

Southeastern Retailer Commits to Roll Out Marketing Technology Across 220 Sites by the End of 2014

GREENSBORO, NC--(Marketwired - September 30, 2014) - MAPCO recently partnered with Gilbarco Veeder-Root to install the Impulse upselling platform across 220 sites by the end of 2014. MAPCO, which operates 375 stores in the southeast, is using the Impulse platform to drive dynamic digital content at both the point of sale and through their mobile application.

"We saw Impulse increase in-store sales by over 2.5%, which was a key factor in our decision to implement Gilbarco's upselling platform," said Austin Martin, vice president of sales and merchandising, MAPCO. "We are also excited about Impulse's ability to interact with consumers at multiple touch points, which allows us to engage our consumers by sending customized offers directly to their mobile phone."

Gilbarco has added significant functionality to the Impulse on-the-counter upselling screen over the past year. Impulse Everywhere is a cloud-based engine that helps retailers manage their complete customer communications. Gilbarco has also added location-based services, enabling retailers to geo-target consumers through proximity marketing technology. This gives a retailer the capability to segment their customers and automatically send a targeted promotion based on location.

"It's been great to work with a forward-thinking retailer like MAPCO," said Travis Bouck, vice president of marketing, Gilbarco North America. "Impulse continues to bring innovative upselling capabilities to the table, and combined with MAPCO's other strong marketing capabilities, you have a real competitive advantage."

Impulse is an upselling platform from Gilbarco and their software provider Odysii that integrates with the point of sale system to deliver targeted recommendations via an additional touch screen at the point of sale. The Impulse platform goes beyond upselling to include capabilities such as surveys, basic loyalty, and interactive games at the register. Retailers using the system report sizeable increases in average basket size and targeted private label products. Impulse delivers improved sales through a unique, accurate prediction of the most probable upsell opportunity. Unlike competing systems, Impulse analyzes numerous variables and improves over time, rather than just looking at the last scanned item. 

Gilbarco Veeder-Root will feature Impulse at the NACS Show in Las Vegas from October 7-10 in booth #5621.

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 almost 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.

About Odysii
Founded in 2004, Woburn, Mass.-based Odysii is a global provider of marketing intelligence software solutions for one-on-one marketing and suggestive selling at the point-of-purchase. Its software-as-a-service (SaaS)-based solution has delivered targeted selling for retailers such as HEB, Mapco Express, 7-Eleven in Asia, Benavidas Drug Stores and more.

Contact Information

  • For further information contact:
    Andrew Syzek
    Commercialization Manager

    Gilbarco Veeder-Root
    Tel: (336) 547-5460
    Fax: (336) 547-5890
    e-mail: Email contact