The Issa Brothers’ EG Group has signed a landmark deal to feature speaking petrol pumps at all of its petrol stations.
The business giants, who made their fortune after buying a single petrol station in Bury, have announced they are working with Audiebant Media, based in Kirkham, on a "multi-sensory platform" that will implement in-store audio marketing into all of EG’s 370 forecourts.
The platform will also feature pump topper advertising, which will help ‘reach and engage’ with audiences in an unique way.
Read more: Police release CCTV images after a family-run petrol station was held up at gunpoint
The unique platform will use Audio Out of Home (AOOH) technology and Signal Detection Theory to ‘command the attention’ of customers, who spend an average of between four to six minutes at the petrol pump.
“Our strategic partnership with Audiebant Media delivers a complete forecourt convenience retail ‘Digital Out of Home’ audio marketing platform along with pump topper advertising opportunities,” Ilyas Munshi, Group Commercial Director at EG Group, said.
“EG Group is also rolling out digital screens and our partnership complements this digital strategy.
“The combination of Audiebant Media’s innovative technology, together with our extensive network presence across the UK provides a compelling platform for various consumer brands to reach and engage new audiences.”
Josh Dean, Commercial Director at Audiebant Media, added: "As refuelling is an autopilot task, the Audie-Approach means brands can command the attention of millions of captive listeners across the UK.
“With an average consumer spending 4-6 minutes at the pump per visit, this unique approach offers huge untapped potential for advertising.
“Regional and hyperlocal marketing also remains tough for brands and businesses to navigate.
“Our approach to localised audio content means the creative is tailor-made for the area, designed with local awareness and sensitivity, which helps to drive conversion from listening, seeing and touching to making a purchase.”
News of the platform comes after it was announced EG Group had abandoned plans to acquire all of Asda’s petrol stations in an estimated deal worth £750m.
Earlier this month, the Issa brothers also invested in Britain's second-biggest bakery as part of a multi-million pound deal.
