16 Merchandising and Marketing Ideas
5. Catering to the right fuel buyer
Superior Petroleum Co. has created segmented messaging on its fuel dispensers using Wayne and GSTV’s inOvationTV Media Platform after determining that video content for female customers should focus on weather and news, while content aimed toward men is best targeted to in-store deals.
“Women are more likely to travel with children in the vehicle and more likely to pay at the pump,” says Milo Ritton, CEO of the Pittsburgh-based brand. “Men, on the other hand, are convenience-store shoppers who are more likely to buy products.” The videos shown at the pump reflect as much, “providing a better fueling experience for women, as well as using media to drive men into the store."