AUSTIN, Texas – Go-Mart Inc., a convenience store chain based in West Virginia, is preparing for the October 2017 EMV at the pump compliance liability shift by installing EMV-ready fuel dispensers from Wayne Fueling Systems.

While the United States is preparing for the migration to the EMV standard, in Canada, the vast majority of payment cards and point-of-sale (POS) systems are EMV chip-enabled. Canada adopted EMV in 2011. With dozens of its fueling stations located in interstate locations in West Virginia, Virginia, Kentucky and Ohio, many Canadians frequent Go-Mart locations. However, drawing business from Canadians was not the impetus for Go-Mart to make its fuel dispensers EMV-ready. Go-Mart first installed Wayne Ovation fuel dispensers in 2005, and retrofitted the units in 2009 with the Wayne iX Pay secure payment module to meet PCI security requirements and be ready for EMV.

To date, Go-Mart has deployed Wayne’s EMV-ready dispensers at 80 of its locations, with plans to expand to all 110 stores by 2017. Until the EMV outdoor mandate takes effect, the card reader will process a payment transaction as a mag stripe. 

“With the EMV migration right around the corner, we made the strategic decision to get ahead of the curve years ago with EMV-ready dispensers,” said Mike Conant, environmental director, Go-Mart.

Go-Mart is indeed ahead of the curve by purchasing EMV-ready dispensers; however, not every retailer has the resources to buy new dispensers for this costly mandate. Retailers are encouraged to work with their supplier partners to prepare for the October 2017 EMV deadline.