Small retailers can find multiples benefits from investing in dispenser technology.
By Karen Turner
There is a saying that you can’t teach an old dog new tricks. But if you think about our industry, that’s not a strategy for growth. You have to constantly learn new tricks—or specifically, technology—to continue to delight customers. The problem is, you have to know the right tricks—and how to find them.
Larger retailers have IT departments that help them choose the right products and take advantage of the features that come with their technology stack. They also have great marketing departments that can leverage the technology to engage their customers and help create loyalty to their brand.
But what about the smaller retailers that don’t have those same resources? How do they determine what technology to choose and how it will impact their customers’ experiences at their stores while getting the best return on their investment?
Creating a Positive Fueling Experience
When purchasing new equipment, the first concern is usually related to the cost, especially dispensers for the forecourt.
But it also has to be a seamless experience. The dispenser has to deliver the correct amount of product and always be operational. You need reliable printers for receipts. Plus, it’s almost table stakes to have a great-looking dispenser on the forecourt will steer customers onto your lot and that may even feature display that engage customers.
Can we get all these things at a reasonable price while still being future-proofed?
The technology at the forecourt is a critical customer interface. Investing in a higher-end dispenser will not only provide customers with the best fueling experience but can also give you a foundation for future growth.
For example, a larger screen that removes the push-to-start buttons also eliminates mechanical parts that break or wear while giving the ability to sell new product grades as they become available.
That large screen also becomes a canvas for telling your customers about your brand and your in-store offer, whether regular items or specials available that day.
The technology available for the forecourt has improved dramatically since the introduction of card readers at the dispenser. It makes it easier to provide the customer with a frictionless fueling experience. The dispensers have much more intuitive interfaces, making the pre-fuel part of the transaction easier to navigate. Having the option for contactless payments speeds up the transaction and reduces physical touchpoints at the dispenser.
Technology also makes it easier for customers to select the right products for their cars—and that could mean higher volumes and margins.
Some newer dispensers have camera options that can help customize the customer experience. The soccer mom filling up her minivan with the team in tow might appreciate the camera for security reasons. Meanwhile, potential thieves would be deterred by more watchful eyes at the pump. And, for the person who is unfamiliar with the dispenser or needs a little extra assistance, video conferencing support can be available.
Leave Them Wanting More
Now that the customer has filled up and hopefully gone inside the store for an additional purchase, how do you create that stickiness that makes them want to come back?
With the latest dispenser technology, you can showcase content based on customer behavior. For example, if your customer is not a member of your loyalty program, the first thing you can promote during the fueling transaction is your loyalty program and offer them the ability to sign up with a QR code. Studies have shown customers are much more likely to sign up digitally compared to a printed pump topper.
Similarly, if you are promoting a higher ethanol blend that is a new offering at your store, you can advertise the value of it to customers who did not select it. Dispensers can also tell customers about your community outreach and use dispenser displays to educate them about how you support the community.
Finally, modern dispensers can help grow your foodservice sales. With today’s technology, customers can order made-to-order items at the dispenser and then come inside to pick up a few more items to grow their basket size. There is nothing better than reducing wait times for customers who already don’t have enough time in their day. Ordering at the dispenser is easy, and the kitchen can prepare the order while your customer fills up. The additional time savings makes them more unlikely to go someplace else to get food after filling up.
Start With a List
For smaller operators with limited resources, technology and the new digital landscape can sometimes be intimidating. Finding the right equipment for your store and maximizing its potential takes time and effort. But you can do it if you make a list prioritizing the things that are important to your business and your customers.
With that list, you can learn more about your existing equipment and what you will need for the future. You may even find that your existing dispensers can promote the things that are important in your business, or that your point-of-sale already can support self-checkout, making transactions quick and easy for your customers.
There are many great, easy-to-use tools available, including tools with intuitive user interfaces for forecourt content management and dispenser monitoring.
The keys to success are identifying your goals, asking the right questions and trying a few new things to help your business grow and keep your customers coming back. And when you do, you definitely will learn a new trick or two.
Karen Turner is director of retail sales solutions at Source North America. She has more than 37 years of experience in the petroleum equipment industry in engineering, product management and sales. Contact her at [email protected] or visit www.sourcena.com .
