When it comes to retail technology, many convenience store retailers find they are playing catchup.

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Forecourt EMV Compliance by the Numbers

By Melissa Kress

A Conexxus survey finds that just 15 percent of those in the retail fuel space are ready.

When it comes to retail technology, many convenience store retailers find they are playing catchup. Oftentimes, they are following the lead of competitive channels, like in the case of Amazon and its frictionless checkout stores, or big-box and grocery stores and their buy online, pickup in-store platforms.


For the most part, lagging others in tech innovation may impact a c-store operator's ability to attract — and retain — customers as they’re beckoned to try something new at other outlets. However, when it comes to EMV compliance, lagging could cost convenience and fuel retailers big bucks.

According to a recent Conexxus survey, only 15 percent of fuel retailers, fuel distributors/wholesalers and major oil firms have fully deployed EMV-compliant payment systems at their fuel pumps. This new research followed a 2019 Conexxus survey, which found the vast majority of sites were fully in-store EMV operational (86 percent), but only 14 percent were fully EMV operational on the forecourt.


That's hardly any progress. If those who have upgraded their automated fueling dispensers only grew by 1 percent over the course of a year, is it reasonable to think the industry will reach full compliance — or near-full compliance — in roughly nine months? What's even scarier is that Conexxus fielded the survey from Feb. 27 to March 3, prior to the news that the deadline was pushed back to April 2021.

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Tapping into the gaming world, Sheetz is extending its sponsorship of a local esports team, with new digital activations planned.


Retailers are shifting their business models to continue to meet consumers' needs as the coronavirus spreads. Stay up to date on the latest industry news around COVID-19.

The Big Picture


A former Nordstrom executive talks about the digital landscape and its growth potential post COVID-19 with Chain Store Age, a sister publication of Convenience Store News.

What to Watch For


Nine months and counting until convenience and fuel retailers need to implement EMV upgrades on the forecourt. The new deadline stands at mid-April 2021.

For questions about our content, contact Melissa Kress at mkress@ensembleiq.com.

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