Dive Brief:
- Dover Fueling Solutions, a fueling technology company, and Grubbrr, an ordering technology firm, have launched a service that allows customers to order food and merchandise from c-stores while filling up on gas, according to a Tuesday press release.
- This self-ordering solution is integrated in the Dover Fueling Solutions’ Anthem UX platform on the Wayne Ovation fuel dispenser. It is planned already for a BP site in Wixom, Michigan, and a Shell station owned by Risser Oil in Clearwater, Florida, a Dover spokesperson said via email.
- Beyond allowing people to order food and other items, the system will enable retailers to include customizable promotions and upsell offers, the release said.
Dive Insight:
More than 80% of c-store customers saying they visit retailers for fuel, according to Intouch Insight, a customer experience management company. DX Market lets operators offer an immediate ordering opportunity to this semi-captive audience.
“Integrating Grubbrr’s self-ordering technology into DFS’s Anthem UX platform, DX Market will enable customers to make purchases before stepping into the store, allowing for a quicker, more streamlined experience and increased satisfaction,” said Kurt Dillen, vice president of global business development at DFS, in the announcement. “With many gas station owners making a majority of their money in retail, we expect a meaningful impact on revenues.”
When customers are fueling at a pump that features DX Market, they will be able to select items to add to their cart. Once a customer has completed all the selections, the order is sent into the store, where an employee will gather the items. The customer then receivers a text message to pick up the items inside and complete payment.
The self-ordering solution is being installed at select U.S. locations and is expected to have a global rollout in the future.
“To maximize profitability, merchants need to reduce friction in the checkout process and engage consumers in new and innovative ways,” said Grubbrr CEO Sam Zietz, in the announcement. “Our software is designed to streamline the ordering process and provide a seamless customer experience, creating a one-stop-shop solution that empowers retailers to grow revenue through improved consumer retention and increased basket size.”
Boca Raton, Florida-based Grubbrr has a broad ecosystem of kiosks, mobile ordering, online ordering, contactless smart lockers and more.
Austin, Texas-based Dover Fueling Solutions is part of Dover, a diversified global manufacturer and solutions provider.
