Dive Brief:
- PDI Technologies has expanded its program to allow brands to put exclusive in-store offers in front of users on its GasBuddy app, according to a Tuesday announcement.
- The move is part of the retail insights and solutions company’s new consumer engagement strategy. These updates will also give brands and retailers access to more and deeper customer data and behavioral insights from PDI.
- The company also announced it has built a team dedicated specifically to focus on CPG and consumer brand customers, to not only make collaboration easier but also to improve the value of the insights PDI provides.
Dive Insight:
With this update, PDI aims to offer more promotions to c-store shoppers while also serving up more advertising and data-gathering options for brands.
“The integration of enhanced in-app communications includes advertising and offers that provide value for the everyday c-store shopper, while also delivering expanded reach and critical insights for brands and retailers,” said Todd Gulbransen, senior vice president of consumer programs and marketing at PDI Technologies. “Ultimately, we’re creating a next-level experience for consumers that drives more data and value for brands as we solve for what otherwise has been a very fragmented market.”
These offers can include age-restricted items, since the app uses PDI’s Age Verify technology to ensure those deals are presented only to adults. This technology was already used to share items like tobacco companies’ offers with customers.
To support these moves, PDI has transitioned Jamie Hudson — formerly senior vice president and general manager of offers, media network and insight — to the new position of senior vice president of partner development. Hudson will lead a team of account executives, business development partners and sales representatives focused on data and the CPG industry.
This continues a busy period for PDI, which has integrated with order management company Otter, brought its point-of-sale system over to North America and acquired c-store tech company Skupos since last summer.
“We’re investing in the way we work with leading consumer-focused brands and services throughout the convenience ecosystem,” said Hudson.
