Supported by Dover refueling solutions
Photo by Hebert’s Boudin & Cracklins
Located 10 miles from the nearest town and one of the last stops on the road in Nyssa, Oregon, The Rock Store has become a popular destination. With an in-store restaurant serving burgers, a growing selection of 12 beers on tap, and weekly live music events spanning every genre from folk to rock, it offers much more than just a quick fuel stop. However, before partnering with Dover Fueling Solutions (DFS), the store struggled with an outdated fueling system that limited operational efficiency.
DFS has proven to be a game changer in this regard with its Wayne Ovation fueling stations integrated with the cutting-edge Anthem UX platform. This technology not only modernizes the fueling process, but also provides c-store operators with a dynamic tool to improve customer engagement and increase revenue, and these operators can attest to this technology.
“We had an outdated system that was probably 30 years old when I took over,” says Tyler Simpson, owner of The Rock Store. The introduction of Wayne Ovation pumps with AX12 technology marked a significant turning point for this one-stop shop. “The new pumps and DFS technology were our latest improvement. It allows us to accept fuel 24/7 and advertise at our pumps,” says Simpson.
Photo of the Rock Store
The Wayne Ovation gas station with Anthem UX platform modernizes the fueling experience with touchscreen capabilities, wireless sensing and contactless payment options. Retailers can instantly create and update promotions on the 27-inch screen, providing a seamless, engaging and durable solution for all weather conditions. The AX12 option installed at Simpson is a smaller 12-inch screen that enables many of the features available on the original Anthem UX.
Simpson uses this technology to advertise in-store items such as groceries and fishing/hunting licenses, promote restaurant specials and advertise upcoming live music performances. “We change our marketing for the pump system weekly,” Simpson says.
Across the country in Jennings, Louisiana, Hebert’s Boudin & Cracklins masterfully blends traditional Cajun cuisine with modern conveniences, creating a cozy c-store with Southern charm and reliable service. Owned by Lynwood and Lisa Hebert, this family-run operation combines cutting-edge technology with the convenience of grandma’s cooking and a strong sense of community.
Using DFS’ Anthem UX platform and DX Market powered by GRUBBRR, the Heberts have revolutionized the customer experience with seamless ordering at the pump after initially being faced with advertising at the pump. “There really wasn’t an option to advertise with pump toppers or anything like that,” says Lynwood Hebert. “We chose the Anthem UX platform to be on the cutting edge of youth—with iPads, phones, and connectivity—and it’s paid off.”
DX Market, powered by GRUBBRR, is revolutionizing gas stations by allowing customers to order food directly at the pump. This innovative solution increases basket size and profitability while providing convenience with large kiosk-style menus and direct communication with kitchen display systems. The integration streamlines the order fulfillment process, making it a modern and efficient service for retailers and customers.
“It brings technology to the pump and the sleek look was my favorite,” Hebert says. “We hope to make our location a destination along with our Cajun products and the new pumps are one way to draw people in. We even had a girl take a selfie with the pump.”
“When we first opened, we used the pumps to announce ‘business opening soon’ instead of hanging paper signs,” Hebert says. “Now the 27-inch screen is very visible and we can create and update new promotions there instantly. We plan to sell ads at the pumps to local businesses, which will save us money and provide value to the community.”
The Anthem UX platform provides a much-needed upgrade that offers 24/7 access to fuel and an advanced marketing tool. DFS’ Wayne Ovation fuel dispensers with Anthem UX technology represent a significant step toward future-proofing the c-store industry.
The combination of enhanced functionality, personalized customer interaction and additional revenue opportunities gives c-store operators a sustainable chance of success. Hebert concludes: “Customers are amazed when they see how easy it is to use. It’s cleaner and more durable than traditional buttons that fall off. We believe that in 10 or 15 years, every gas pump will have this technology.”
For more information about Dover Fueling Systems’ innovative technology, visit their website.
By Drew Filipski
