Professional drivers fueling up are just steps away from the store, making the pump a powerful tool to introduce new convenience offerings, boost foot traffic and improve the driver experience.
鈥淪haring useful information within the first few minutes of a pump transaction is key,鈥� said Raghav Shankar, product manager, media and technology for . 鈥淲ith the average fueling time at a truck stop around 10 to 12 minutes, this provides a good amount of time to display the targeted information at the pump that helps the driver find what they need.鈥�
Darren Schulte, NATSO’s Interim CEO, said QR codes on the pump are an easy way for operators to take drivers鈥� food orders and either deliver food to the pump or have it ready and waiting inside so time-starved drivers can get back on the road quickly.
鈥淚f you don鈥檛 have QR codes on your truck fueling islands that allow the driver to order something while fueling, you鈥檙e already behind the eight ball,鈥� Schulte said. “Our customers come to our stores, and they’re trying to hand us money. We need to make it as easy as possible for them to give us money.”
Younger drivers, in particular, are looking for digital solutions. 鈥淚f you have a younger driver, they鈥檙e much more digital focused,鈥� Schulte said. 鈥淵et, if you look at the diesel fuel islands today, there is no information on most of them about digital.鈥�
Dan Harrell, chief innovation officer at , said the use of QR codes at the pump continues to increase. “You’ve got to jump on technology now at the pump to drive extra money for yourself without having to do a whole lot. You’re putting the technology in the drivers’ hands,” he said.
It鈥檚 helpful to feature information about what鈥檚 available inside, especially if locations are rotating through digital ads. Shankar recommends sharing information about clean showers, restrooms, available food and coffee options, and promotions.
鈥淚dentifying these needs correctly and providing them the relevant information at the pump is important,鈥� Shankar explained. 鈥淔or professional drivers, additional helpful information includes updates on weather and traffic conditions to help plan their drive.鈥�
Drivers also need quick access to information about payment options, including digital solutions. Schulte said fintech company’s new users tend to be owner-operators, which is a critical customer base for independent operators.
Craig Jensen, director of information technology for , said new payment options can help speed fueling transactions. 鈥淒rivers can start a dispenser from inside the cab and then get the receipt without ever going inside the store,鈥� he said.
Any communication at the pump should be easy to read. Shankar recommends displaying content that is brief, engaging and targeted. 鈥淧rofessional drivers usually don鈥檛 have time for long-form content, so short, relevant messages are more effective,鈥� he explained.
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