GREENSBORO, N.C. — A record high in orders for Applause TV with VNET is an indication that large, regional gas-station and convenience-store retailers are upgrading their dispenser payment platforms to support new Europay, MasterCard and Visa (EMV) standards ahead of the national deadline to implement.

EMV is the secure, chip-based payment method already widely adopted in Canada and Europe. Fuel dispensers in the US have an October 2017 deadline for instituting EMV certified payment platforms. Adopting EMV-certified products helps retailers avoid the liability shift from banks to retailers outlined in the EMV changeover from magnetic strip cards.

Orders for Gilbarco’s dispenser marketing platform, which combines required EMV upgrades with engaging media-at-the-pump technology, doubled in June, compared with May, the company said.

“We’re using the upcoming EMV regulations as an opportunity to grow our business,” said Charlie Edwards, COO of Edwards Oil Co., dba Quik Mart Convenience Stores. “In addition to enabling us to meet the 2017 deadline, Applause TV will bring incremental inside sales and an improved experience to our customers.”

Applause TV is full-motion video and audio experience that provides entertainment and drives customers into the store for high-margin purchases. It includes the connectivity hardware and software required for EMV transaction processing.

“This record month for Applause TV with VNET is a significant milestone for Gilbarco and our retail partners,” Andrew Syzek, marketing manager of media for Gilbarco Veeder-Root. “Retailers are using the investment in EMV as an opportunity to differentiate their sites through media. Acting early offsets the cost for EMV compliance. Research shows a 10-34% range increase in sales of convenience drinks and snacks purchased in-store at Applause TV test sites.”

Retailers who have already committed to rolling out EMV via Applause TV to at least half of their sites include Edwards Oil, Hollingsworth Oil, Sutey Oil, Energy North and McCullough Oil. These Gilbarco partners represent more than 100 Applause TV locations across the United States.

“Our goal is to differentiate from our competitors by changing our customer experience. Applause TV allows us to do that and helps us prepare for the EMV upgrade cycle,” Louie Sutey, COO of Sutey Oil.

Early upgrades to EMV are also part of a broader business strategy among retailers to avoid operation interruptions by implementing and testing the new transaction processing systems well before the deadline.

Greensboro, N.C.-based Gilbarco Veeder-Root is a technology leader for retail and commercial fueling operations.