THE NEW SINCLAIR RAPID CHARGE SYSTEM
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Year Published: 1960s
Description:
This 1960s color cartoon film produced by Sinclair Refining Company promotes the Sinclair Rapid Charge System credit card to dealers and shows its parts and use. The film begins with a cartoon orchestra playing, and then segues to a map of the United States, highlighting Sinclair customer locations in red. A cartoon Model T-style car pulls up to a Sinclair Gasoline station with the Sinclair H-C logo (1:07). Sinclair was the first U.S. oil company to develop high-octane gasoline, known as H-C, in 1926. A more modern car then pulls up to a 1960s Sinclair H-C service station (1:11). A graphic shows $4 paid by the average credit card customer versus the $2 paid by a cash buyer (1:35). The modern car drives past an ABC Service station (1:47), XYZ Gas (1:48), and stops at a Sinclair service station (1:55). A bagpiper from the orchestra stands next to a Power-X pump (2:01). The same car drives past gas stations with “Cut Prices” and “Discount” signs to stop at a Sinclair station (2:13). A cartoon man in a suit and hat holds a Sinclair credit card next to a man holding 2 dollars (2:24). The inside of the Sinclair station is shown, with tires and a Good Year Tires sign visible (2:42). A screen with the text “SINCLAIR RAPID-CHARGE System” is shown in front of an audience, and a voiceover describes the system parts, including an imprinter, bracket and straps, plastic credit card, metal clipboard, New Form 2056, and dealer name plate (3:12). The video then describes each component in turn. Red and white Sinclair credit cards are shown with June 30, 1959 written in black as the first expiration date (3:50). A dealer name plate is shown with the text “COMMUNITY S-S DETROIT MICH 5160.” (3:56). Two Sinclair pump island poles are shown next to each other, one with Sinclair H-C Gasoline at the top and the other with “Sinclair POWER-X The Super Fuel,” as the video explains where each part goes on the pump island pole (4:33). The video zooms in on each part as it explains how to install it. The imprinter is placed on top of the bracket and straps. Lifting the imprinter handle, the dealer name plate goes on to the imprinter bed (4:52). Arrows point to 2 screws to install the plate and the dating device. An arrow points to CIC tickets (the 2056 Forms) under the imprinter right-hand drawer (5:09). An arrow points to a lock and slot on the left-hand door. The process of operating the system is shown. Two hands exchange a Sinclair credit card out a driver’s side window (5:33). A hand places the card on the imprinter bed, and then a CIC ticket on top (5:44). The hand moves the imprinter handle down, removes the ticket, and puts it on the clipboard. A CIC ticket close-up is shown with “80%” bolded in black text over it (6:02). The machine makes a copy of the customer’s information, and the dealer fills in the sales details, license plate number, and state. A slide explains the system’s benefits for both the dealer and customers, showing a cartoon Sinclair employee in an olive green uniform and three customers, two men and a woman, as bullet points are shown in black text (7:17). $12 a year is shown in black text as the cost of the Sinclair system (8:47). The film ends with a customer holding a letter that says, “We are happy to present your NEW SINCLAIR PLASTIC CREDIT CARD.” (9:06).
Transcription
[Music] [Music] introducing the new sinclair rapid charge system many of you in the east west north and south throughout the country have been talking about the need for a faster more up-to-date credit card system your customers too have asked for something better than the credit card system now in use as some have pointed out the system now in use was all right over the years when cars and people moved at a slow pace but today that pace has accelerated credit card customers demand faster service for their fast-moving modern cars service that all of us must be ready to give survey after survey proves your credit card customers are your best customers they're better than cash buyers because credit card customers average more than a four dollar purchase every time they stop cash buyers average about two dollars for purchase you need no help with the arithmetic on this one to show which customer means more profit for you also credit card customers are more loyal to brand name they don't shop around as many cash buyers do buying first one place then another credit card customers buy more tba more lube jobs more products and services and they buy today when they need them not next week or next month when they can pay for them and according to surveys credit card customers are not so price conscious as cash buyers they are more selective they buy and continue to buy from the dealer they've learned to know and trust yes surveys have proved time and again that your credit card customers are your best customers ready to buy what they need when they need it and the nice part about credit card business is sinclair helps carry the credit load this in turn frees up your cash to buy more stock more equipment to expand your profit making services now let's take a look at the equipment to be used that will enable you to give faster service to your credit card customers and how the new system will help increase your profits through more credit card business the equipment includes an imprinter bracket and straps new plastic credit card metal clipboard new form 2056 and a dealer name plate taking them one at a time the imprinter is the heart of the new system it's compact durable with a smart streamlined appearance the bracket and two flexible metal straps secure the imprinter to the pump island pole the new plastic credit card is embossed with customer's credit card number his name and address and the card's expiration date these cards are now being issued to all present credit customers a card they'll find easy to carry easy to use the expiration date for these first issue cards will be june 30th 1959 your dealer name plate is a small metal tag which shows your station name town and state and your bulk plant code number it is inserted to become a permanent part of your imprinter a new credit card ticket form 2056 will be used with a new system and will be furnished to you this handy metal clipboard will be supplied with every imprinter to serve as a convenient support for the writing of sales details and the customer's signature on the sales ticket and that's the equipment now let's put it all together and place each piece of equipment where it belongs on a typical pump island pole first we attach the bracket and straps to form the necessary support for the imprinter which slips easily and securely onto the bracket next by lifting the imprinter handle we see the imprinter bed on which we secure the dealer name plate tightening the two screws makes it a permanent installation the dating device automatically imprints the day's date on each cic ticket naturally it must be changed daily for date accuracy next we place a supply of the new cic tickets that's the 2056 forms into the right-hand drawer where they're handy for each credit card sale notice the left-hand drawer is equipped with a lock by placing your copies of completed sales tickets through the slot they're safely kept until you're ready to ring them up the clipboard goes here now you're ready for business and here's how it's done get the credit card from your customer place the card on the imprinter bed in a face up position place the cic ticket in proper position face up over the credit card move the imprinter handle down firmly remove the imprinted cic ticket and place on your clipboard note that one quick movement of your imprinter handle has automatically imprinted eighty percent of the information you'll need on the ticket information that accurately identifies your customer your station and the date of sale to complete the tickets fill in the sales details and the customer's license plate number and state then have the customer sign his name give him his copy of the ticket return his credit card and thank him for the sale put your copy of the ticket in the slot to the locked drawer and you're ready for your next customer there you have it the new sinclair rapid charge system is the answer to your requests for a faster credit card procedure now let's see what it means in terms of benefits both for you the dealer and for your credit card customers first let's list a few dealer benefits the new rapid charge system means you'll provide faster pump island service completing every credit sale in a fraction of the time it took under the old system next you'll gain more credit card business once your present credit card customers learn the ease of doing business with a new system they'll use their cards more than ever before and many of your present cash buyers will become credit card customers thus more profitable customers naturally more credit card business will result in increased sales not only an increase in gasoline sales but an increase in oil and lubrication sales in battery and accessory sales and in tire sales and there'll be fewer chargebacks your cic tickets will be imprinted accurately and legibly every time automatically now let's list a few customer benefits one they'll appreciate is less waiting time this results from your faster pump island service you save time your customer saves time another benefit your customers will appreciate is a neater purchase receipt with all of the information clear and easy to read and they'll like the new plastic credit card smaller more convenient and the laminated plastic gives it permanence a feel of importance the next benefits faster more accurate billing because all cic tickets will be uniformly and legibly imprinted mistakes will be at a minimum now let's ask a question how much will it cost the answer is only 12 a year for each imprinter you want at your station not much to pay for a system that provides you with faster pump island service more credit card business increased sales and fewer chargebacks your credit card customers are now receiving their new plastic cards and information about our new system within a few days your sales representative will visit you to answer questions deliver your imprinter and demonstrate how it works that's it men the new sinclair rapid charge system we think you're going to like it you
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