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Larger retailers have IT departments that help them choose the right products and can help them take advantage of the features that come with their technology stack. They also have great marketing departments that leverage the technology to engage customers and help create loyalty to their brand.
But what about the smaller retailers that don’t have players on the bench who can help with those things? How do they pick the right technology to deliver the best customer experience and return on their investment?
Here are three questions regarding new C-store technologies our Retail Sales Solutions team frequently fields, particularly from smaller retail fuel operations, and insights for making investments that pay off.
Q: What are some of the cost-benefit considerations when investing in new technology?
A: When purchasing new equipment, especially dispensers, the first concern is the cost. Reliability and accuracy in technologies, such as printers that reliably provide receipts and displays that get customers engaged, are at the top of the wish list.
Investing in a higher-end dispenser will not only provide the best fueling experience, but it can also provide the foundation for growth. For example, a larger screen that removes the push-to-start buttons eliminates moving parts that break and provides the ability to sell new product grades as they become available. However, the large screen also becomes a canvas for letting customers learn about offers inside the store, see how much they are appreciated and invites them back to reward them for their loyalty.
Q: How do more advanced dispensers improve the customer experience?
A: Newer 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. The technology also makes it easier for customers to select the right products for their cars — some dispensers use physical buttons while others use a digital format for product selection and fuel grade upselling.
The newer dispensers also have camera options that can help improve the experience in several ways. Their presence helps make customers feel safer, they may dissuade a potential fuel thief and can provide video conferencing support to customers who may need it.
Q: How do you create the stickiness that makes customers want to come back?
A: With the newer dispenser technologies, you can offer content that is based on customer behavior. For example, if a customer is not a member of your loyalty program, then the first thing you can advertise during the fueling transaction is your loyalty program and offer them the ability to sign up with a QR code. Studies have shown that customers are much more likely to sign up digitally compared to a pump topper flyer.
You can also advertise the value of a new product, such as a higher ethanol blend, showcase community outreach programs that your store is affiliated with and promote a unique food offering. Customers can order made-to-order items at the dispenser and come inside to pick up a few more items to grow their basket size.
To learn more about these technologies and others, including forecourt content management and dispenser monitoring technologies, please reach out to Source’s Retail Sales Solutions Team.
