Fuel Pumps Can Help Generate Sales

TNS study shows consumers are open to offers at the forecourt.

November 14, 2019

RESTON, Va.—A new report from Transaction Network Services (TNS), a solutions provider for the financial, telecom and payments industries, suggests that most consumers are open to new experiences when they pay-at-the-pump, which could provide lucrative opportunities for retailers.

Titled “The Market Opportunity for Secure Commerce at the Pump,” the report reveals findings of a TNS-commissioned survey among U.S., U.K. and Australian adults. Consumers were asked about their current usage of pay-at-the-pump facilities and their inclination to engage with new technologies and services at the fuel dispenser. That could include ordering food items or watching advertisements in order to receive discounts. As NACS Magazine has reported, c-store retailers nationwide are keeping a watchful eye on emerging technologies that allow fuel customers to order in-store products at the pump, a service that would give early adopters a competitive edge.

The survey found that:
·         Globally, 61% of respondents said they prefer to pay at the pump instead of paying the cashier.
·         Among 25-to-34 year-olds, 73% are interested in buying other items at the pump.
·         Globally, 73% of respondents would be interested in fuel discounts for watching ads at the pump.
·         In the U.S., 67% of men between 25 and 44 years old would like to order and pay for prepared food at the pump.
·         Among Australians, 62% of men between 25 and 34 years old would like to receive prepared food like pizza, burgers and coffee delivered to their vehicle while they fill up.
·         U.K. respondents (76%) were the most open to making in-store purchases that give them instant discounts on fuel.

“In a world where technology and convenience have turned customer demand into customer expectation, our survey uncovered evidence that suggests consumers are looking to securely engage in more commerce opportunities at the pump,” said Mike Keegan, TNS chief executive officer. "We appear to be at the crossroads of a new shift in consumer behavior, and forward-looking merchants that adopt and implement new technologies and provide broader services will benefit the most.”

“Pay-at-the-pump facilities are rolling out across the U.K. and Australia at an increasing pace,” added Bill Versen, TNS chief product officer. “Combine this with the significant EMV terminal upgrade in the U.S., and we find ourselves looking at a buoyant market filled with potential. As a result, we expect to see many exciting new technologies brought to market, and we look forward to collaborating with these new players to ensure that the payments elements of commerce at the pump remain secure.”