Optimising Forecourt Design and Customer Experience Across EMEA

15 September, 2025

In today’s fast-evolving retail landscape, forecourts are becoming more than just refuelling stations. Across Europe, the Middle East and Africa (EMEA), consumer expectations vary dramatically, from premium, high-tech environments to simple fuelling sites in rural locations.

For fuel retailers, understanding these differences and tailoring their site design, technology, and customer experience accordingly is essential. At Dover Fueling Solutions® (DFS), we offer a portfolio of adaptable, scalable solutions to help operators across all EMEA markets deliver exceptional experiences, whatever their needs, budgets, or customer expectations.

Europe: Balancing Convenience, Efficiency, and Digital Engagement

Across much of Europe, today’s consumers are demanding fast, frictionless, and increasingly digital experiences whether they are refuelling or visiting the convenience store (c-store).

• Self-service technologies are on the rise, with solutions such as the DFS Self-Checkout Kiosk and DFS Order Kiosk^™ powered by FLYX enabling retailers to improve customer flow and speed up service.
• Integrated Prizma platform applications, help manage loyalty programs, enable contactless and mobile payments, and support in-store promotions.
• Loyalty programs remain important in many European markets with operators using integrated systems to personalise offers and encourage repeat visits.
• With space often at a premium, site layout optimisation is key – from traffic flow on the forecourt to checkout design in compact c-stores. Integrated payment technologies such as Tokheim Crypto VGA^® OPT (Outdoor Payment Terminal) and dispenser-integrated Tokheim Crypto VGA^® DIT (Dispenser Integrated Terminal) enable quick, seamless pay-at-the-pump experiences, which is a growing expectation across Europe that enhances both speed and convenience for customers.

DFS technologies are designed to support European operators in creating a seamless experience, helping boost revenues, improve efficiency, and meet modern consumer expectations.

Middle East: Premium Experiences and Advanced Technologies

In the Middle East, many fuel retailers are building flagship sites that offer high-end experiences and comprehensive service offerings.

• Consumers here, much alike in Europe, expect state-of-the-art dispensers such as Tokheim Quantium^®, Wayne Helix^®, and Wayne Century^® 3, combined with advanced digital platforms like Prizma.
• Large budgets in this market allow retailers to invest in the latest technologies, including DFS Self-Checkout Kiosks, high-definition media displays, as well as remote management solutions such as RDM by DFS.
• Loyalty schemes play a significant role, particularly through app-based offers and real-time promotions.
• Forecourt design focuses on premium presentation, speed of service, and high-end convenience retail.

DFS products and solutions give Middle Eastern retailers the flexibility to innovate and differentiate, delivering premium experiences that meet the expectations of their consumers.

Africa: Practicality and Simplicity Lead the Way

In many African markets, the priority remains focused on fuelling service and reliability, often with no c-store or loyalty program in place.

• Many sites focus on Tokheim and Wayne dispensers for robust, reliable fuel delivery in environments that may include extreme weather, inconsistent power supply, or remote locations with limited infrastructure
• Operational efficiency is a key concern, with tools like remote diagnostics and monitoring, via Fusion Prizma, helping to maintain uptime and reduce site disruption.
• Retail automation is becoming increasingly important across developed markets in EMEA, with DFS Fusion^® automation server version 3 enabling operators to streamline site management and enhance efficiency. Fusion V3 automates forecourt and in-store operations, enabling real-time monitoring, multi-site control, and smarter decisions to boost efficiency and service.
• Outdoor payment options such as the Crypto VGA OPT, or dispenser-integrated systems like Crypto VGA DIT, are ideal for unmanned or low-staffed sites.

DFS’ scalable solutions are built to support African operators, from single-site fuelling operations to regional networks, helping improve reliability and long-term profitability.

DFS: Powering the Future of Fuel Retail Across EMEA

Across EMEA, it is fair to say: one size does not fit all.

From high-tech forecourts in the Middle East to urban European sites and rural operations in Africa, DFS technologies provide operators with the flexibility to tailor their customer experience to meet local market demands. That could be through:

• Secure payment platforms such as Prizma, Fusion Prizma, Fusion V3, Crypto VGA OPT, and Crypto DIT
• Integrated retail platforms (DFS Self-Checkout Kiosk and DFS Order Kiosk powered by FLYX)
• Reliable and durable dispensers (Tokheim and Wayne)
• Remote site management tools (RDM by DFS)

DFS helps retailers across EMEA create fuel retail environments that are:

• Customer-centric
• Efficient
• Future-ready

By adapting to the unique expectations and challenges of each market, DFS enables fuel retailers to build stronger customer relationships, drive revenue growth, and remain competitive, whatever the region.

Sources

https://cdn.acs.org.uk/public/ACS%20Forecourt%20Report%202024.pdf

https://www.thesun.co.uk/money/26480577/petrol-station-loyalty-schemes-esso-bp-texaco-shell

https://www.capillarytech.com/blog/how-loyalty-is-booming-in-the-middle-eastern-fuel-retail-market/

https://assets.kpmg.com/content/dam/kpmg/ie/pdf/2020/06/fuel-forecourt-retail-market.pdf

https://www.thebusinessresearchcompany.com/report/retail-self-service-kiosk-global-market-report

https://researchspace.ukzn.ac.za/server/api/core/bitstreams/c2ef8214-800c-4f74-907f-53297aa645d3/content