GREENSBORO, N.C. — In a deal that represents the culmination of a strategic partnership forged in 2012, Gilbarco Inc. has signed and closed a definitive purchase agreement to acquire Tel Aviv, Israel-based Odysii Technologies Ltd.
Gilbarco and Odysii have been marketing the Odysii upselling platform as Impulse.
As reported in a 21st Century Smoke/CSP Daily News Flash, Odysii will become part of Gilbarco’s organization, in a new division that will continue to operate from their existing facility in Tel Aviv.
The Odysii team will integrate with Gilbarco’s retail fuel merchandising experience, establishing the combined business as the technology leader in targeted advertising and upselling in the convenience store, as well as with at-pump and mobile loyalty programs.
Odysii pioneered an analytics and consumer messaging platform at the point of purchase designed to be integrated with the point-of-sale (POS), loyalty programs, mobile phones, and other consumer applications.
“We are pleased to advance our partnership with Gilbarco by becoming an official part of the team,” said Adi Eyal, CEO of Odysii. “We look forward to delivering a rich roadmap of targeted merchandising and loyalty features for the POS, as well as other Gilbarco technology.”
Impulse is a consumer-centric messaging platform that integrates to the POS. It helps increase shopper basket size by communicating the store’s promotional calendar, including store specials, loyalty information and offers. Through cloud-based services, Impulse provides an upselling message unique to each consumer by performing analytics in real-time.
The analytics platform includes offers designed to increase shopper basket size, loyalty messaging and geo-fenced mobile messaging to help retailers drive consumers to their sites. In-store, the platform analyzes the transaction taking place in real-time and identifies the next best offer to complement the basket. Impulse also takes into account a number of data points including the weather, acceptance rates for an offer and affinity analysis, identifying which products sell better together.
The system is flexible to meet the needs of the retailer and is not solely dependent on national advertising.
“Our customers will benefit from this powerful Impulse platform, now with even tighter integration to our Passport POS, as well as future loyalty and mobile applications,” said Stephen Moule, president of Gilbarco North America. “As they deploy their EMV [Europay MasterCard and Visa] technology upgrades, retailers will be able to use Impulse and Passport to improve their loyalty programs, increase consumer retention and differentiate their sites.”
Founded in 2004, Odysii is a global provider of marketing intelligence software solutions for one-on-one marketing and suggestive selling at the point of purchase. Its software-as-a-service (SaaS)-based solution has delivered targeted selling for retailers such as Mapco Express, Clipper Petroleum, Holmes Oil, 7-Eleven in Asia and more.
Greensboro, N.C.-based Gilbarco Veeder-Root is a worldwide technology leader for retail and commercial fueling operations. It offers a broad range of integrated solutions from the forecourt to the convenience store and head office.