• by Erik Sass  @eriksass1, October 3, 2011

Gas pumps equipped with Outcast Media's Applause TV will soon be greeting customers by name and providing personalized product recommendations, along with tailored content and on-demand print and mobile coupons.

The new capabilities come courtesy of Outcast's partnership with Gilbarco Veeder-Root, which manages gas stations, convenience stores and other associated retail operations.

The loyalty program uses information about previous customer purchases to recommend special promotions and dispense both printed and mobile coupons for products sold in gas station convenience stores.

Richard Browne, GVR vice president for marketing for North America, explained: "Retailers can greet fueling customers by name, anticipate their interests, and provide relevant offers or coupons for immediate redemption inside the store." Loyalty program partners include Excentus, Kickback Points and Outsite Networks.

Several weeks ago Outcast, which includes PumpTopTV, announced that the latter expanded 15% in the first half of the year, adding around 2,900 screens across 35 markets. Over the last year, Outcast and Gilbarco have extended their Applause TV partnership from the top 20 markets in October 2010 to nationwide availability in May 2011.

Separately, Outcast competitor Gas Station TV recently announced that it has secured an investment valued at $50 million from Wayne, a GE Energy business, to deploy the new inOvationTVSM media platform to thousands of gas stations nationwide.

The inOvationTVSM platform will carry GSTV video content, including sports news from ESPN, weather updates from AccuWeather and business and personal finance news from Bloomberg TV, along with GSTV's own proprietary social media-based show "Your Neighborhood."