News
EK3 Teams Up With Gas-Pump Maker in Digital-Signage Deal
Date Posted: Jul. 26, 2007
Source: LondonTopic.ca - www.londontopic.ca
London's EK3 Technologies Inc., a global leader in digital merchandising, announced Tuesday (July 24) an exclusive global partnership with gas pump manufacturer Dresser Wayne to install EK3's innovative digital signage on gas pumps in 115 countries worldwide.
EK3's digital signage, also known as "narrowcasting," uses data from a business to customize streaming video displays embedded in the gasoline pump or displayed in the station's convenience store - reaching customers right at the point-of-purchase.
The combination of narrowcasting and gas pump placement 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, said a statement issued by EK3.
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 utilized in some leading chains, such as BP sites and The Home Depot gasoline stations and the Army Air Force Exchange Services. It is due to launch in Europe in September.
"Dresser Wayne's commitment to innovation allows station owners worldwide to drive business by using unique customer data to deliver marketing messages that impact sales and create greater customer loyalty," said Nick Prigioniero, president and CEO of EK3.
"Being selected as Dresser Wayne's global partner reaffirms our industry leadership position and greatly expands the reach of our digital signage solutions on a global basis."
Neil Thomas, global president of Dresser Wayne, said the on-pump advertising will increase store sales for convenience store-gas pump locations. He said a recent survey has shown that only 53 per cent of gas customers visit the convenience store and gas stations around the world are looking for technologies to increase sales of in-store products.
"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 Technologies. Together, our technologies offer fuel retailers unmatched electronic merchandising and marketing capabilities."