How Fuel Retailers Can Build Long-Term Customer Loyalty

June 4, 2025

Discover how fuel retailers in North America can build customer loyalty with fuel rewards programs, retail technology, and a connected forecourt experience.

Building Long-Term Customer Loyalty

For fuel retailers in North America, delivering competitive pricing and reliable fuel is no longer enough to stand out from the competition. Today’s consumers expect more: convenience, speed and personalization.

They want perks such as contactless payments, real-time offers, loyalty benefits, and convenient food and beverage options, from a morning coffee to a quick lunch. And they expect all of it to work seamlessly, every time.

Delivering that level of service is what keeps consumers coming back. But when it breaks down, even once, that loyalty is at risk. So how can retailers build loyalty that lasts? Long-term fuel customer loyalty is built through consistent, connected service across every touchpoint, from the dispenser screen to the in-store checkout.

Dover Fueling Solutions® (DFS) supports this with an integrated suite of technologies designed to meet the changing demands of fuel retail and elevate the customer experience across the forecourt. With DFS Anthem UX®, DX Promote®, DX Rewards™, and DX Market™ powered by GRUBBRR®, retailers can streamline service, increase engagement, and create forecourt experiences that drive loyalty over time.

Creating Loyalty at the Forecourt's First Touchpoint

The fuel dispenser has become a critical moment of interaction, and not just for payment, but for building engagement. When that moment is well-designed and responsive, it sets the tone for the rest of the visit.

Anthem UX platform redefines what consumers experience at the dispenser. With a 27-inch touchscreen, programmable layout, media zones, and sound integration, it delivers far more than a transaction. It’s fast, intuitive, and tailored to the pace of modern retail.

More than that, it creates a foundation for loyalty. Clear promotions, loyalty prompts, and dynamic content help turn a quick stop into a connected experience, one that encourages consumers to return.

Reaching Consumers in Real Time

Why settle for generic marketing when you can deliver stronger results with a customized approach? For gas stations competing on service, personalized communication is what makes the difference.

DX Promote enables retailers to deliver dynamic, site-specific promotional media directly on the Anthem UX interface, tailored to the consumer’s location, time of day, or purchasing behavior. Whether it’s a breakfast deal pushed during the morning rush, or a loyalty nudge before payment, DX Promote helps retailers act on real-time opportunities. Campaigns can be updated across multiple sites instantly and remotely, reducing lag and ensuring consistency.

This practical, responsive tool turns static screens into active sales drivers, improving gas station loyalty and increasing in-store conversion. For sites operating more lean on marketing resources, DX Promote Auto™ offers some of the flexibility of DX Promote with a more hands-off approach for site operators and marketing staff.

Making Loyalty Feel Rewarding

Traditional loyalty programs often fall short when they’re disconnected from the fueling experience. DX Rewards™ solves this by integrating a personalized, app-like rewards journey directly into the Anthem UX interface, bringing fuel rewards programs to life at the pump. Consumers simply enter their phone number to access rewards and personalized offers in real time, transforming a routine transaction into a high-engagement moment.

For retailers, DX Rewards offers seamless integration with existing loyalty systems, creating consistent, omnichannel experiences that connect pump to store. By meeting consumers where they are, at the dispenser, it strengthens loyalty in the moment and builds lasting engagement over time.

This practical, responsive tool turns static screens into active sales drivers, improving gas station loyalty and increasing in-store conversion. For sites operating more lean on marketing resources, DX Promote Auto™ offers some of the flexibility of DX Promote with a more hands-off approach for site operators and marketing staff.

Elevating the In-Store Experience

The modern convenience store is more than a place to fuel up. For many consumers, it’s a quick-service restaurant, a coffee stop, or a last-minute grocery option. DX Market™ powered by GRUBBRR® gives fuel retailers the tools to match that demand, offering a fast, frictionless self-service ordering experience at the pump.

Integrating into kitchen display systems, DX Market helps streamline transactions and reduce counter pressure. For consumers, it shortens wait times. For retailers, it increases average basket size and supports more efficiency for staff. It’s a smart addition for fuel retailers aiming to enhance the customer experience in fuel retail, especially for higher volume sites and during rush hours.

This practical, responsive tool turns static screens into active sales drivers, improving gas station loyalty and increasing in-store conversion. For sites operating more lean on marketing resources, DX Promote Auto™ offers some of the flexibility of DX Promote with a more hands-off approach for site operators and marketing staff.

Turning Consistency into Loyalty

Loyalty in fuel retail isn’t earned through one-time promotions. It’s earned through consistency and innovation – at the pump, at the checkout, at every interaction. Consumers return to stations where everything works, payment is smooth, offers are relevant, and service feels cohesive.

That kind of experience doesn’t happen by accident. It happens when the right technologies are in place, and working together.

With Anthem UX platform, DX Promote, DX Rewards, and DX Market powered by GRUBBRR®, fuel retailers can deliver the level of service today’s consumers expect while laying the foundation for retail technology loyalty that grows over time.

This practical, responsive tool turns static screens into active sales drivers, improving gas station loyalty and increasing in-store conversion. For sites operating more lean on marketing resources, DX Promote Auto™ offers some of the flexibility of DX Promote with a more hands-off approach for site operators and marketing staff.