Terrible Herbst, a privately owned fuel retailing network based out of Las Vegas, has just completed its most successful annual Gas4Life promotion working with Gilbarco Veeder-Root’ Impulse countertop merchandising solution
Terrible Herbst ran Gas4Life, a 90-day game-of-chance promotion designed to engage customers. If customers purchased featured store items, they would receive special game codes on their receipts which they could use in the on-line Gas4Lilfe drawing site to win major prizes like cars, beer for a year, or gas for a lifetime.
According to Mark Walters, Terrible Herbst Vice President of Sales and Marketing, the company is an innovator when it comes to leveraging technology and promotion at the c-store level. A key strategy in its marketing plan is to supplement fuel sales with store merchandise purchases — which means getting customers to enter the store.
“We used to use scratch-off cards to provide the instant-win portion of our annual Gas4Life promotion,” said Mark “There’s a lot more manual work involved with scratch cards, given the record keeping and distribution. Plus, there’s the printing of the cards. Impulse saved us over $40,000 just in scratch cards which we could put back into the promotion".
“This year’s Gas4Life promotion is our most successful promotion to date,” said Walters. “Fun and innovative ideas to engage and entertain customers are key to driving in-store sales and retaining loyalty.
“Leading c-store retailers like Terrible Herbst are setting new trends in c-store merchandising by leveraging the latest technology,” said Mark Williams, Vice President of Marketing, Gilbarco. “They are using Impulse to increase sales and grow business, but also to help drive customer loyalty.”
With more than 250 lanes of Impulse installed across its network, Terrible Herbst continues to use Impulse as a business strategy to increase sales and to learn how to effectively engage customers.
Founded in 1937, Terrible Herbst is a privately-held gas station company based in Las Vegas, Nevada. The company operates gas stations in Nevada, California and Arizona. It sells gas, groceries, and other products, as well as car wash and oil change services. It also sells gift cards and car wash plans online.
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