The Winning Formula for Fuel Retail

June 23, 2025

Whether you’re watching the current Formula 1^® (F1) season, are waiting for the release of the highly anticipated F1 movie, or are completely new to the sport, it’s hard not to be drawn in.

From edge-of-your-seat qualifying sessions to the nail biting race for pole position, F1 is the pinnacle of motorsport; however, success isn’t based on an individual driver, it’s founded on the entire team – pit crew, mechanics, engineers, and strategists – coming together to squeeze every last bit of performance out of the car, to ultimately win the Grand Prix.

Believe it or not, fuel stations are similar to F1 in that respect. Much like each F1 team, fuel stations – and their success – all come down to a series of products, solutions, and systems working together harmoniously. All of which act as the behind-the-scenes support “crew”, that keep fuel stations running at peak performance.

The Importance of a Pitstop

The road to fuel retail success, like an F1 race, is long. A small break in concentration (or strategy) could present an opportunity for your competitors to overtake or bask in your slipstream – sneaking up on you when you least expect it before suddenly, they are leading the way with your customers.

For an F1 driver, a pitstop is a crucial moment during the race as this is where the team makes improvements to the car (e.g., repair mechanical issues, change tyres etc.). If timed correctly, this can either make or break the performance of the race. When it comes to the fuel retail and convenience industry, a pitstop is the go-to destination for those wishing to refuel their vehicle, make a purchase at the convenience store (c-store), use a car wash or other services. Just like in F1, a pitstop for the average motorist is a crucial moment in their journey, no matter what their reason is for visiting the retail station.

Without a pitstop, F1 drivers risk penalties or disqualification, not to mention incurring mechanical issues to the car or tyre degradation. The same can be said for a fuel retail station - without functioning and reliable equipment (e.g., fuel dispensers, payment terminals, order kiosks etc.), customers won’t be able to complete their journey as hoped. This can lead to poor customer experience, bad reputation, and loss in revenue. This would then open up opportunities for your rivals – customers would be forced to enter another fuel retail station and continue their journey elsewhere. If retailers don’t take the time to ‘pit’ and enhance their fuel station, there’s very little chance they will be able to increase efficiencies, boost performance, and become successful. Nothing can improve if everything stays the same.

Small Improvements Can Make a Big Difference

F1 never stops changing and improving, and neither should a fuel station.

Traditionally, fuel stations were somewhere for drivers to “fuel-and-go”. Today, this is simply not the case. The fuel retail industry is constantly evolving – the energy transition, emerging technology, changing consumer expectations etc. – but not all fuel stations can keep up, in fact many might not want to (just yet); however, what many retailers underestimate is the power of small incremental changes or investments.

Over time, even the smallest of improvements can have a significant impact on the longevity of a fuel station, its overall performance, and success – not to mention a fuel retailers’ ability to meet, or even exceed, customer expectations. For example, in F1 even a ‘one place’ improvement, within a year, could mean a massive financial injection to a racing team. One that could help improve car performance even further.

In parallel, one investment – new dispensers, updated payment systems, media integration, self-checkout kiosks inside the c-store etc. – could make all the difference, in terms of site performance or customer satisfaction. This one investment could significantly impact a stations bottom line, productivity, and/or customer footfall.

Fuel retail technology is changing and retailers willing to make investments now, big or small, will be able to stay ahead of the race – and their competition – long into the future.

The Winning Formula

Similar to an F1 team, fuel station success is heavily dependent on the exchange of data between the various systems and pieces of equipment on a fuel site.

Data, both for the site and the customer, is the most powerful tool a fuel retailer has. Every interaction, and subsequent purchase, is part of a bigger picture – these interactions provide retailers with the insights they need to gain a better understanding of their customer’s buying habits, while providing a comprehensive overview of a fuel stations status. Not only can this help build an effective sales strategy, it can also facilitate business growth and help retailers gain a unique competitive advantage.

In F1, the winning formula can be comprised of a top-tier driver, a well-designed and reliable car, a strategic team that can make quick decisions, and a capable pit crew. When it comes to fuel retail, however, the winning formula is now primarily based around connectivity and digitalisation.

A fuel station can have the best equipment, the most innovative technology, and a well-rounded retail offering (based on a well-thought out customer journey), but if these elements cannot connect and communicate with each other on the right level, then the fuel site will not progress. On the flip side, if a retailer has all equipment and systems connected, but has no idea what to do with the information or customer data collected, they are missing out on the opportunity to boost the performance of their fuel station.

F1 telemetry, a sophisticated system of wireless data transmission from the race car to the team’s engineers in real-time, captures and sends an extensive array of data points during the race. These data points provide race teams with crucial insights into car performance and how the car can and should respond to various conditions on the track. Like F1 telemetry, Dover Fueling Solutions^® (DFS) has a range of products and solutions that provide retailers with a vast range of data to provide vital insights into fuel station operations:

RDM by DFS

Retailers can’t prevent dispenser wear and tear, but they can reduce the occurrence of such issues. With RDM by DFS (remote diagnostics and management solution), retailers are investing in a truly connected dispenser, gaining full control of the equipment on their forecourt. With the ability to remotely troubleshoot and fix dispenser issues, in real-time, RDM by DFS reduces maintenance costs and maximises dispenser uptime.

DX Wetstock

Trusted solutions that can provide accurate, real-time data in relation to fuel stocks are the cornerstone for long-term success. DX Wetstock^® collects and processes real-time data from a variety of sources, so retailers can quickly reconcile any fuel discrepancies down to the gallon or litre, see exactly where and why fuel is lost, and subsequently introduce immediate mitigation plans.

Automatic Tank Gauging (ATG)

By combining DX Wetstock with our suite of ATG products and solutions, retailers can centralise site management, obtain precise inventory reconciliation and loss prevention analysis to provide an even higher level of fuel management capabilities and keep a tighter grip on cost savings. It provides true visibility to retailers who want to know what goes on above and below their fuel station.

Prizma

Prizma by DFS enables retailers to see their business in greater depth — spanning a continuum of options and opportunities including end-to-end secure payment, alternative and conventional fuel types, and connected cloud solutions, enabling retailers to optimise the customers experience, which ultimately leads to maximising site profits.

Tokheim and Wayne Fuel Dispenser Ranges

Although sometimes a large upfront investment, new dispenser equipment will ensure retailers are able to provide motorists with the best technology and user experience, to cater and adapt to increasing consumer expectations. Tokheim^® and Wayne^® dispensers are engineered for demanding daily use providing long-lasting and reliable quality, which is the best insurance against “out-of-use” equipment.

Conclusion

At DFS, we understand the intricacies involved in running a successful fuel station. With over 130 years’ experience in the industry, we recognise the winning formula to long-term business success is a combination of products and solutions that enhance a fuel stations capability. It’s not a one size fits all situation. Every fuel station has a completely different set of needs depending on size, location, and business objectives.

The power of data in F1 is testament to the sports continuous search for excellence and innovation, and the same could be said for fuel retail (with the site systems in place). As technology advances within the industry – both on and off the forecourt – the role of data and real-time insights will only grow. Leveraging detailed analytics from high-performance systems now, will not only allow retailers to push the boundaries of what’s technically possible on a fuel station but also redefine the strategies that could lead to long-term fuel retail success.

Since 1950 F1 has been the pinnacle of motorsport and now, they are at the forefront of tomorrow’s motoring technology. In the same breath, DFS has been leading the fuel retail and convenience industry with their premium portfolio since 1891 and today, they continue to provide cutting-edge products and solutions to their global customer base. Just like a winning F1 team needs their entire crew to win the Grand Prix, the fuel station of tomorrow needs a partner they can trust and products and solutions that delivery when needed. Let DFS be the behind-the-scenes pit crew to your fuel stations success – helping you create your fuel station legacy, today.

*The Formula 1 mark and the F1 mark are registered trademarks of Formula One Licensing B.V.”