Courtesy of Dover Fueling Solutions
Photo of Hebert's Boudin & Cracklin
Located 10 miles from the nearest town of Nyssa, Oregon, and at one of the road's termini, The Rock Store has established itself as a destination. With an on-site burger restaurant, 12 new beers on tap, and weekly live music events featuring genres ranging from folk to rock, it's more than just a quick refueling stop. But before partnering with Dover Fueling Solutions (DFS), the store's outdated fuel system limited its operational efficiency.
DFS has emerged as a game changer in this regard with its Wayne Ovation fueling machines integrated with the cutting edge Anthem UX platform. The technology not only modernizes the fueling process but also provides convenience store operators with dynamic tools to enhance customer engagement and increase sales, and operators are proving the effectiveness of this technology.
“When I took over, we had an outdated system that was probably 30 years old,” says Tyler Simpson, owner of The Rock Store. The introduction of Wayne Ovation fueling machines with AX12 technology marked a major turning point for the one-stop shop. “The new pumps and DFS technology are our latest upgrade, and they allow us to accept fuel 24 hours a day and do advertising at the pumps,” Simpson says.
Rock Store Photos
Powered by the Anthem UX platform, Wayne Ovation fueling machines modernize the fueling experience with touchscreen capabilities, wireless recognition and contactless payment options. Retailers can instantly create and update promotions on the 27″ screen, providing a seamless, attractive and durable solution for all weather conditions. The AX12 option installed at the Simpson site is a smaller 12″ screen that enables many of the features available on the original Anthem UX.
Simpson uses the technology to promote in-store items like groceries and fishing/hunting licenses, to advertise restaurant menu specials and to promote upcoming live music performances. “We change the marketing for our fuel pump systems every week,” Simpson says.
On the other side of the country, in Jennings, Louisiana, Hebert's Boudin & Cracklins expertly blends traditional Cajun cuisine with modern convenience, creating an inviting convenience store steeped in Southern charm and reliable service. Owned by Linwood and Lisa Hebert, this family-owned business balances cutting-edge technology with the comfort of grandma's cooking and a strong sense of community.
Leveraging DFS' Anthem UX platform and DX Market, powered by GRUBBRR, the Heberts revolutionized the customer experience with seamless ordering at gas stations, despite initial challenges with advertising at the stations. “There was no way to advertise at the gas station toppers,” says Linwood Hebert. “We chose the Anthem UX platform because we knew where young people are now — iPads, phones, internet — and it's paid off.”
Powered by GRUBBRR, DX Market revolutionizes gas stations by allowing customers to order food directly at the pump. This innovative solution increases basket size and profitability while providing the convenience of large kiosk-style menus and direct communication with the kitchen display system. This integration streamlines the order fulfillment process, resulting in a modern, efficient service for both retailers and customers.
“The pumps bring technology to the gas station and their sleek look was what appealed to me the most,” Hebert said. “We want this to be a destination with our Cajun products, and the new pumps are a way to draw people in. We even had some girls take selfies at the pumps.”
“When we first opened, instead of putting up a paper sign, we used the pump to announce 'Opening Soon,'” Hebert says. “Now, our 27-inch screen is so easy to see, and we can instantly create and update new promotions right on the screen. We plan to sell the pump advertising to local businesses, helping us reduce costs and provide value to the community.”
The Anthem UX platform delivers a long-awaited upgrade that provides 24-hour fuel access and advanced marketing tools, and DFS' Wayne Ovation fuel dispensers equipped with Anthem UX technology represent a significant step toward future-proofing the convenience store industry.
The combination of advanced features, personalized customer experience, and additional revenue opportunities positions convenience store operators for sustained success. Hebert summarizes: “Customers are amazed at how easy it is to use. It's cleaner and more durable than the old-fashioned buttons that tend to fall off. I think in 10 or 15 years, all pumps will have this technology.”
To learn more about Dover Fueling Systems’ innovative technology, visit their website
Drew Phillipskey
