Self-order at c-store petrol pump makes for dynamic buying experience

Imagine you stop to fuel up at your local convenience store and, while petroleum pumps into your car tank, you use the time to order milk, a heated lunch item and maybe a candy bar for a treat. Once the order is submitted you get a text message confirming the purchase.

Once you have reinserted the gas nozzle into its holder and secured the gas cap, all that remains is to make a brief visit to the store to retrieve your items. You have eradicated the time required to purchase and the time that is typically spent in a checkout line.

Self-ordering technology is designed to improve the customer experience, increase the purchase level, and increase profitability for c-stores and fuelling stations while customers are at the pump.

The DX Market innovation, which has been launched in conjunction with a partnership with Dover Fueling Solutions, employs a Grubbrr self-ordering solution for gas stations. On the Wayne Ovation fuel dispenser, it is integrated into the DFS Anthem UX platform.

Dover fuelling Solutions, headquartered in Austin, Texas, is part of Dover Corp. and a provider of energy dispensing equipment, electronic automation and payment systems, automated tank gauging and subscription solutions to fuelling and convenience retail customers worldwide.

Grubbrr, which is headquartered in Boca Raton, Florida, provides self-ordering solutions and point-of-sale systems. Kiosks, mobile ordering, online ordering, and contactless smart containers comprise its technological ecosystem.

The Anthem UX Platform is integrated with Grubbrr’s software which enables fuel retailers to offer customizable promotions and upsell opportunities with video and static content.

It’s currently in pilot mode at gas stations in Michigan and Florida.

Simplicity, ease, and fluidity
One station operating a prototype is the 211 Rally-Shell station in Clearwater, Florida.

According to Jill Sabol, director of marketing and brand manager at Risser Oil Corp., the technology was introduced to the company at a recent industry event. Risser Oil Corp. is responsible for the Shell site in Clearwater.

The technology was deployed by the station in August and is currently in pilot mode. Things “seem to be running smooth,” Sabol said in an email interview.

Deployment was “simple,” and there was little staff training involved, she said.

The station is optimistic that the technology will fulfill all of its potential benefits, which extend beyond the enhancement of the c-store experience.

One such benefit is that the shopping capability and convenience of self-checkout draws foot traffic into c-stores and advertising on the screens has increased sales for promoted items by up to 50%, according to DFS.

It can also reduce friction in the store’s purchasing process and provides an innovative way to engage with consumers.

Large-scale factors are at play.
But maybe, most importantly, the technology is something consumers will embrace and expect, according to a report, Future of Fueling Trend, from DFS.

The report identified the primary trends that influence consumer behavior and preference:

DFS discovered that 50% of consumers are inclined to transfer fuel stations if a competitor provides a substantially improved customer experience.
Nearly one-third (32%) of consumers have been persuaded to visit a convenience store by fuel pump commercials and advertisements, while more than half (51%) have observed advertisements on or near the fuel pump. The percentage of younger generations is significantly higher, with nearly half (46%) of Gen Z and millennial consumers indicating that they are more likely to be persuaded to visit a convenience store as a result of advertisements displayed on or near the pump.
Self-ordering technology is anticipated to be implemented by over 40% of consumers for their purchases of food and beverages at convenience stores. The percentage of younger generations is significantly higher, with Gen Z (57%) and millennials (59%) being significantly more inclined to do so than Gen Xers (45%) and baby boomers (30%).
Numerous consumers envision enhanced convenience during the refueling process, including the ability to receive an email or text receipt, a more automated fuelling process, and smart devices that are aware of their preferences without prompting them.
According to a recent study conducted by the Acosta Group, sandwiches, breakfast foods, and pizza are the most popular choices among 45% of c-store consumers who purchase heated foods at least once per week. The research also indicated that 52% of c-store consumers are shopping once or more weekly, and nearly 30% are making more visits to c-stores than they did last year. It also noted that shoppers learn about promotions predominantly via in-store signage and signage at the fuel/charging stations, in addition to retailer applications.

Hobie Walker, SVP of small format at Acosta, an Acosta Group agency, stated in a press release that the c-store channel is unquestionably on a growth trajectory. “This study informs us that in-store food, both CPG and foodservice, will be more important than ever to ongoing channel sales.”

Satisfying consumer requirements
Sam Zietz, CEO of Grubbrr, stated that the technology meets the convenience and speed that c-store consumers anticipate, as indicated by the study statistics.

“The trend is driven by consumer expectations and an untapped retail opportunity,” Zietz stated in an email interview. “The collaboration aims to generate increased revenue for fuel retailers by allowing customers to order food and shop while pumping gas. This is an underutilized retail opportunity that will enhance the consumer experience and increase profitability.”

However, as with any technological endeavor, there are still obstacles to overcome when integrating self-checkout and purchasing into the gas filling experience.

“User adoption and awareness are the primary obstacles, as they are with any new technology or service.” Grubbrr’s solution addresses this issue by displaying on-screen messages that encourage customers to place their orders at the pump. In addition to the screen, signage is strategically placed around the premises to let customers know of this new service,” said Zietz.

Any prospective obstacles are outweighed by the gains for the retailer, according to Scott Negley, senior director, product management, DFS.

“DX Market powered by Grubbrr simplifies the order fulfillment process for store operators, ultimately improving operational efficiency to the benefit of both consumers and retailers,” Negley said in an email interview.

“Previously, consumers would visit convenience stores for a quick refuel. However, their expectations have since evolved to prioritize frictionless, simplified, and streamlined experiences from the moment they arrive at the pump until they depart.” In order to satisfy these elevated expectations, convenience stores must undergo a transformation. Our collaboration with Grubbrr is on the brink of enhancing consumer experiences and assisting c-stores in boosting their sales.