Unleashing the Power of Interconnectivity in Fuel Retail

Published on May 19, 2025

Fuel retailing has changed quite significantly in recent years, as businesses have looked to adopt various digital technologies and alternative fuels around their forecourts.

In addition to supporting electric vehicles (EVs) and hydrogen-powered cars, it is now common to find these convenient features at service stations:

Fuelling being possible using a smartphone app
Unmanned bays and booths
Automated payment options and cashless payment systems
ATMs
Customised convenience stores
Cafes
Smart advertisement boards and targeted campaigns

Many fuel retailing businesses have added vehicle servicing centres and car wash facilities onto their premises too, so that drivers can make use of more than one service for their vehicles during each visit.

All of these features have helped to make a fuel retail station a one-stop shop for consumers, in an age where people want more speed, security and convenience when out and about.

With data from YouGov suggesting that 48 per cent of Brits who drive a car saying that they usually buy snacks and beverages from a fuel station’s convenience store when they stop to refuel, there certainly appears to be a lot of potential for fuel retailers to expand their forecourts with the features mentioned above.

The opportunity for forecourt owners to capture a lot of value from convenience retail and other non-fuel retail business has also resulted in the fuel retail sector becoming one of the oil and gas industry’s more resilient areas.

Staying Ahead of the Curve

Fuel retailers who are looking to introduce more non-fuel consumption options around their premises should consider these three consumer trends when planning any new development:

The delivery and on-the-go trend – Consumption outside of the home is growing in popularity, as is ordering food online for delivery.
The fresh and frequent trend – Many consumers tend to buy a lot of their groceries at small local stores now, as opposed to doing a big shopping trip to large supermarkets on a weekly basis.
The frictionless consumer experience trend – A lot of stores provide digital menu screens and contactless payment solutions today, which work to streamline the shopping experience.

Technological advancements and lifestyle choices are the driving forces behind these trends, with fuel retailers encouraged to make use of all three trends so that they can make sure their businesses remain competitive.

By forecourt owners improving sites with a coffee shop, snack bar, car cleaning and maintenance facilities, and grocery aisles, to name but a few examples, they can create multiple added value components. These expansions are very likely to generate additional revenue, encourage drivers to spend more time at a facility beyond just fuelling up their vehicles, and appeal to a wider audience than only motorists.

Digitisation needs to be embraced as much as possible when introducing these added value components around forecourts too. People will not want to be waiting in line for extended periods to pay for fuel and other goods in a fast-paced modern world, so considering ways to quicken up this process will improve efficiency and have consumers more satisfied in the services provided.

The Importance of an Interconnected Forecourt

Raf Tormans, Director of Product Management at innovative fuelling technology leader Dover Fueling Solutions^® (DFS), has pointed out that fuel retailers can no longer depend on features on a forecourt which individually achieve exceptional results either.

He commented: “Today’s forecourt owners need to improve their sites so that the facilities become entirely connected. Products and solutions around a service station must work well with each other, not just perform well on their own.

“Layout is very important here, as a forecourt’s set up should be designed so that it is easy for a consumer to get around an entire site and its complete range of facilities.

“Don’t forget to harness the power of media here too, as advertised promotions which motorists see while they are refuelling is a great way to drive them in-store to shop the deals available.”

Another string to the bow of an interconnected forecourt is that many people will rely on electronic devices when carrying out their day-to-day activities. This provides fuel retailers with the opportunity to give consumers a quicker and safer shopping experience by allowing mobile and app payments to be made. It also opens the door for promotions to be launched on the spot via digital advertisements appearing in loyalty apps linked to the retailer.

Consider an Omnichannel Marketing Strategy

The fact that consumers are more connected than ever means that fuel retailers should work on an omnichannel marketing strategy.

Once in place and when done correctly, forecourt visitors will be able to transition seamlessly between various shopping avenues. These include consumers being able to go shopping smoothly across social media channels, electronic devices, e-commerce platforms and brick-and-mortar stores.

Location-based messaging can also be worked on effectively through an omnichannel marketing strategy, as personalised consumer experiences can be created in-store targeting a specific audience.

DFS recently aimed to make convenience store food ordering a lot more efficient and effortless for consumers by partnering with omnichannel cloud software solution company FLYX to launch the DFS Order Kiosk^™.

The technology, which can be secured on a countertop, wall-mounted or designed as a stand-alone unit, presents users with a simple food ordering process where meals and beverages can be quickly customised and then ordered in a way that should reduce queues and waiting times in store.

Tormans acknowledged: “Food and drink has become an important revenue generator for petrol stations, hence a lot more stations now offer breakfast, lunch, and dinner options.

“The DFS Order Kiosk powered by FLYX will increase sales, reduce waiting time, and most importantly, reduce the number of required operators at the station.”

Fuel retailers are sure to reap the rewards of bringing various digital technologies and convenient features into their forecourts, with the enhancements appealing to consumers looking for a one-stop shop in this fast-paced modern world.

Sources

https://www.doverfuelingsolutions.com/europe/en/news-and-events/news/dover-fueling-solutions-partners-with-flyx-to-launch-the-dfs-order-kiosk-powered-by-flyx.html

https://www.doverfuelingsolutions.com/europe/en/products-and-solutions/fuel-retail/dfs-order-kiosk.html

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https://www.doverfuelingsolutions.com/europe/en/thought-leadership/future-ready-forecourt-through-connectivity.html

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https://business.yougov.com/content/47492-once-britons-have-filled-up-their-cars-what-do-they-do-at-petrol-stations