GRATZ — As far as Jeff Schaeffer’s concerned, his time in front of the video screen at the Encore 700 gas pump is time well-spent.
“I like the screens. I have nothing else to do while I’m getting gas, so I might as well watch it,” said Schaeffer, Klingerstown, who considers himself a regular customer at the Shell gas station in Gratz, Dauphin County.
That station, known as Lisi Shell 4, is one of five owned by Randall “Randy” Lisi and has instituted point-of-sale technology from Gilbarco Veeder-Root.
You may be seeing more “entertainment” options coming to a gas pump near you. While pay-at-the-pump convenience has been offered for years, the video screens are among the latest effort to engage customers and keep their purchases secure, while also promoting in-store specials.
Anytime the gas pump is turned on, a 5.7-inch video screen within the pump starts showing a variety of pop culture content from “Applause TV.” On Jan. 19, news content from MSNBC was broadcasting information about Sean Penn’s controversial interview with El Chapo, a clip of football playoff action came across the screen and then a three-day weather forecast was presented. A few moments later, celebrity and entertainment news played. Lisi said the video system is a cooperative arrangement with Gilbarco and VeriFone Media to show “Applause TV” content. The screens Lisi put into his Gratz facility about six months ago have resulted in mostly favorable comments from his customers, he said, and has resulted in an uptick of in-store sales.
In addition to providing entertaining information, the new pump system allows customers to use their debit and credit payment cards, which may already have new security chip technology built into them. Retail petroleum operators must have compatibility at the pump by October 2017 for those secure cards, according to Lisi. Shell, he said, also had plans for that compatibility to be available inside their stores by this February. Station operators can choose the best way to address that secure technology. Lisi chose Gilbarco.
“It’s a win-win for us,” Lisi said. “I like the way it’s worked for us.”
He said he began upgrading all of the gas pumps, starting in 2012 at his Lykens store and continued with the upgrades at his other station locations in Elizabethville, Millersburg and Halifax.
Schaeffer is one customer who’s had a positive take on the new technology.
“When the weather comes on, it’s usually a good forecast,” he said. “I get my fuel here when I’m on my way to Hershey and Harrisburg. I usually get $40 or $50 worth of gas, so I usually get to see the weather every time I pump.”
Schaeffer makes his stop in Gratz on his way to Harrisburg to deliver fruits and vegetables to Community Supported Agriculture and to The Farm Market in Hershey.
Schaeffer said he also pays attention to the occasional store ad that pops up on the screen, promoting products available inside Lisi’s store. Although the store ad Jan. 19 was promoting coffee and cappuccino, Schaeffer dropped in for an iced tea instead.
According to Lisi, VeriFone pays for the video screens, which run about $1,600 per pump. Lisi then contracts with the firm for four to eight years, depending on the volume of the store, ensuring his company will use the video system for a set number of years. Lisi assumes maintenance for the equipment, after it’s been installed.
“Every month, I report my volumes to VeriFone for their national advertising,” Lisi said.
In exchange for hosting the video screen system, Lisi said his company gets two free ads per month, which he uses to promote items for sale inside his convenience store. VeriFone also narrows focus of its content, based on the card user, according to Lisi. Oftentimes, if a male name is on the payment card, sports highlights play, for instance; while if a female name is on the card, the video tends to play more celebrity news. Both genders may receive weather and news clips. The video also plays for customers paying cash, but in order to use cash, customers still have to go inside the Shell convenience store to pay.
Lisi said the information on the screens comes over the Internet (ethernet), and is hardwired to his store through a Cat-5 cable. One of his stations, he said, uses wireless service.
Patrons had mixed reaction Tuesday to the new video screens.
Steve Scott, Herndon, said he doesn’t pay much attention to them.
“They sometimes catch me off guard, and I think someone’s talking to me,” he said.
Karen Koppenhaver said she’s used the new pumps at the Shell stations in Elizabethville and Gratz. The content on the screen, however, isn’t something of which she’s usually aware.
“I watch it, but I don’t always pay attention to it. I come here because I like the gas and the pumps,” Koppenhaver, Hegins, said.
Meanwhile, Matt Spickler viewed the screen at the pump Tuesday as he filled up his truck for $2.05 per gallon.
“I like them,” he said. “It’s nice you get to see the weather. I usually come here to fill up.”
Spickler, Sacramento, said gas prices in Delaware were down as low as $1.80 per gallon.
Lisi said one of his customers joked that he liked the screens, but got so involved with what was playing that he actually purchased more gasoline than he intended.
One option Lisi’s still exploring with the new system is called “Play-at-the-Pump,” which enables customers to use a payment card at the pump to buy lottery tickets.
“We’re testing that right now. If it works well at the Millersburg store, I may consider Play-at-the-Pump in Gratz,” he said.