Article Highlights

If a customer only wants to buy fuel they can pay on the forecourt, eliminating the need to queue at the console.

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The system makes it faster for convenience shoppers to buy their purchases because it removes the need for fuel only customers to enter the store.

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epumps arrival heralds shorter queues

epumps arrival heralds shorter queues

Paying for fuel at the pump can save up to two minutes in an average five minute, fuel-only transaction

Epump's arrival herald's happier customers, shorter queues.

Caltex Woolworths venture site forecourts may be running more smoothly with less congestion in the future, thanks to a Woolworths’ initiative involving the introduction of a new pay-at-the-pump system across the Caltex Woolworths network.

By allowing customers to pay for their fuel on the forecourt, epump can save up to two minutes in an average five-minute, fuel-only transaction.

“Faster fuel purchases will get forecourt traffic flowing better, making our sites more accessible to shop customers and providing us with the opportunity to pump more litres,” says Naomi Jackson, Retail Development Manager – New Concepts.

“It’s about making forecourts run more smoothly and convenience stores more convenient ,” she explains. “If a customer only wants to buy fuel they’ll be able to do so without coming into the store and adding another person to the console queue.”

The shorter queues and better traffic flow on forecourts will make stores more attractive to convenience shoppers, Naomi says. Some operators could have been losing convenience store sales because of congestion and in-store queuing.

“For example, if you only want milk and bread and no fuel, or want to purchase fuel and buy something in the shop, you wouldn’t go to some of these sites on certain days and times during the week – they’re just too busy” Naomi says.

Paying at the pump is the norm in many countries around the world, she adds.

How does it work?

At this stage, epump is limited to the Woolworths “Everyday Money” Credit Card. The card is placed against the card reader on the pump, the customer enters their PIN and the Customer Service Attendant authorises the pump in the normal way.

Once the customer has filled up, their purchase amount is displayed on the screen, along with any discount they were given from their linked Woolworths “Everyday Rewards” card.

The tax invoice for the transaction is then emailed to the customer or they can view the details on the Woolworths Everyday Money website.

There’s been a good early response to the system from participating Caltex franchisees, Calstores and customers, says Naomi.

At the moment Caltex and Woolworths are working together on opportunities to expand the system to accept other cards.