Associate Editor, Convenience Store News Canada + OCTANE
DX Market, a self-ordering retail solution developed jointly between Dover Fueling Solutions and Grubbrr, will be integrated with Dover’s Anthem UX Platform, a user interface made to improve the customer experience while fuelling their vehicle. The integration of DX Market into the Anthem UX Platform now gives those fuel dispensing operations a way for their customers to order food and other items from their c-stores while pumping gas.
DX Market will debut at a BP station Wixom, Michigan, and a Shell station in Clearwater, Florida, and will operate with Dover’s Anthem UX Platform on their Wayne Ovation fuel dispensers.
From the screen on the fuel dispenser, a customer can order items that an employee at the c-store will then gather. The customer will be sent a text message alerting them to when they are ready for pick-up, and the customer can then go to the store and pay for the fuel and the items. The solution is flexible enough so that a c-store operator can create customizable promotions for other goods and services available exclusively for purchase inside the c-store, thereby allowing for even more upselling opportunities to be added to a fuel purchase.
“It is for any retailers who have some type of store operations, from selling made-to-order products of their own, to franchise operations such as Subway or Tim Hortons,” says Scott Negley, director product management at Dover Fueling Solutions. “It is essentially a mechanism that allows a retailer to drive traffic inside where they are getting higher margins.”
According to a recent Intouch Insight report, “80% of consumers typically purchase gas from convenience stores and 83% of those prefer to pay at the pump. This means there’s a large number of people who visit convenience stores without any intention of going inside. Forecourts are therefore an important area to place attractors and offers to drive visitors inside where they can purchase additional items.”
“So, when you are in the store picking up that breakfast sandwich you have ordered or other items, you are going to walk past that Monster Energy case, for example, or pick up other food items and goods while there,” says Negley. “That it the real value, those additions to the basket the consumer will make. A lot of our retail customers are very excited by that.”
"To maximize profitability, merchants need to reduce friction in the checkout process and engage consumers in new and innovative ways," adds Sam Zietz, CEO of Grubbrr in a statement upon the announcement of DX Market. "Our software is designed to streamline the ordering process and provide a seamless customer experience, creating a one-stop-shop solution that empowers retailers to grow revenue through improved consumer retention and increased basket size."
Negley adds that plans are underway to add several more pilot test sites where DX Market will operate, and will announce its general availability at the NACS Show in Atlanta in October. He also hinted that there’s potential for DX Market to expand into the Canadian market pending the introduction of the Anthem UX platform in the region—which could happen as soon as the end of this year.