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CARLISLE, Pa. -- Ahold USA's Giant Food Stores, LLC of Carlisle, Pa. and one of its divisions, Tops Markets headquartered in Williamsville, N.Y., yesterday completed the 70-store installation of a fuel marketing solution to run cross-promotions between its stores and fuel operations.
The retailers installed Excentus' Reward Fuel Controller, a platform that integrates with their IBM POS system and offers cross-marketing of fuel and in-store products, and as well as promotions at the fuel dispenser to draw customers inside the store.
The technology leverages Excentus' proprietary IBM interface to link fuel operations into retailers' existing store operations. The integration allows Giant Carlisle and Tops to leverage their existing IBM infrastructure to manage fuel operations and to deliver discounts on fuel-based on in-store purchases via Excentus' interface to IBM's Electronic Marketing Enterprise (EME) application.
By integrating to IBM's EME solution, retailers can offer their customers fuel discounts with cross-promotions between the supermarket and the fuel center on the reward cards offered by Giant Food Stores and Tops Markets, enabling the retailer to compete in a marketplace where fuel is becoming a highly-demanded reward.