VMO has announced a strategic partnership with global petroleum retailer and new entrant to the Australian petrol industry, Euro Garages Group.
EG Group’s acquisition of the Woolworths Caltex fuel business in April 2019 has seen the petro and convenience retailer’s footprint expand into 544 locations throughout Australia, with the VMO network currently occupying 250 sites.
The partnership formalises the exclusive tenure of VMO’s premium outdoor TV assets across EG’s Australian portfolio.
HOYTS Group chief commercial officer Anthony Deeble said: “I’m proud to announce our alliance with Euro Garages Group.
“The significant growth and changing face of the convenience and impulse retail sector in Australia presents a great opportunity for VMO to align global operators with our high-quality network of digital screens – proven to enhance customer experience and drive c-store sales. VMO On-the-go has seen enormous success engaging large audiences one-to-one and we look forward to further strengthening our network with EG.”
EG national marketing manager Ashley Smith said: “Following the success and increasing levels of positive customer engagement of the On-the-go TV screens installed at many of our key petrol sites, we have made the decision to increase the penetration of digital screens across our Australian network.
“We find the screens are a powerful one to one medium that achieves excellent audio and visual message cut through.
The units compel our customers to watch a video content loop that features ads as well as news, weather and a movie of the week, of which our customers lock eyes on during their 2-4 minute dwell time at the pump.”