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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.
By Claire Swedberg
Tags: Energy, Retail

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.

GasBuddy's Greg Fox
To date, Fox reports, the system is achieving a 52 percent view rate of the promotions being offered via the beacons. He says it is still too early to determine the sales lift that stores are experiencing, if any, though he considers the high view rate encouraging.

"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.

USER COMMENTS

Devika Girish 2015-12-16 04:54:21 AM
This is a great initiative by GasBuddy. Being able to achieve a 52% view rate of the promotions that are offered via the beacons, sounds very impressive. And I totally agree with Fox on tracking consumer behaviour to send notifications that are more personalized and contextual. In today's world, for a user to not only download a retailer’s app, but keep it and use it, the app needs to make their lives easier, educate them on things they don’t know, introduce them to things they’re interested in and engage them when they’re about to lose interest. Often brands tend to forget the importance of this. We recently held a webinar where we talked about why having a strong app strategy is the most critical part of your beacon strategy. You might find these slides helpful: http://www.beaconstac.com/webinars/your-guide-to-planning-a-successful-beacon-pilot

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