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GasBuddy Offers Beacons, Dashboard to Gas-Station Convenience Stores
The free beacon solution is designed to help retailers increase pump-to-store traffic by delivering personalized ads, promotions and discounts to GasBuddy's users.
GasBuddy sends an e-mail to any store for which a brand is recommending the promotion, informing that store about the promotion being offered. The store must then accept or decline that offer. In that way, retailers can not only be aware of the offer, but also be prepared if they need to acquire additional merchandise.
A consumer must have the GasBuddy app downloaded on his or her phone in order to receive the beacon-triggered offers. When a shopper arrives at a participating gas station, his or her phone captures the beacon's signal. The phone's app determines the individual's location (based on the beacon's ID number) and displays promotional offers. The user must then swipe the touch screen to access a promotion's details. This could include coupons that the customer would then present to the sales clerk inside the store.
"There will be more versions" of the solution as it is further deployed, Fox says. "We're constantly asking [stores and brands], 'What else would you like to do with this technology?'" For instance, he says, the app could, in the future, track consumer behavior. If an individual regularly swipes promotions related to a specific brand of soft drink, the system could target soft-drink notifications to that person's phone. "We're going to constantly make the app better for our users."
The solution also provides data for the brands and stores that could be used for the purpose of business analysis. For example, the data could help determine which stores see the most sales during a promotion, or which brands' promotions are the most popular at a given store location.
While 1,100 stores are using the beacons thus far, Fox says, GasBuddy is in the process of deploying beacons at about 3,000 more.
The app, Fox adds, "is such a powerful medium" for advertising, since users are typically standing idly at the pump, looking at their phones, at the time that the promotional content is offered.
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