Euro Garages Group have signed a partnership with VMO which will see the roll-out of more digital screens in its petrol and convenience network.
The partnership formalises the exclusive tenure of VMO’s ‘On-the-go’ premium outdoor TV assets across Euro Garages Group’s Australian stores. Euro Garages Group’s acquisition of the Woolworths Caltex petrol business earlier this year has seen its footprint expand into 544 locations throughout Australia, with the VMO network currently occupying 250 sites.
“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,” said EG National Marketing Manager Ashley Smith.
“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,” added Smith.
HOYTS (owner of VMO) Group Chief Commercial Officer Anthony Deeble said he was proud to announce the alliance. “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,” said Deeble. “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.”
VMO On-the-go is Australia’s largest outdoor TV network. With over 3,500 screens across 600 locations, the network reaches an audience of over 3.5 million Aussies weekly.