Article created for the digital issue of the NATSO Foundation’s magazine.
The technology used in the truck stop and travel center industry is accelerating exponentially, leaving operators to sift through the wide range of options to determine which solutions will drive profitability.
Revamping Payment Technology
Meghann Erhart, executive vice president of Relay Payments, said payment technology is one tool that can increase speed at the pump. “Every minute counts,” she said, adding that increasing throughput at the pumps also benefits operators.
Traditionally, professional drivers haven’t had as many options to pay at the pump, but that is changing as companies modernize their businesses. With younger folks getting into management leadership roles in their companies, they aren’t used to being in a business environment where they can’t operate the same as they do in their personal lives.
Jensen said he has seen some interesting payment platforms come to fruition that will not be expensive. “Drivers can start a dispenser from inside the cab and then get the receipt without ever going inside the store,” he said. “There are definitely some providers out there that are making that possible, but it is still new.”
Sapp Bros. is working to ensure its 17 locations can accept different payment types and is partnering with a payment company to integrate payment options into the app.
Pump technology can also improve customer loyalty and food experience. Dale Elks, regional manager at DAS, said that when he managed a truck stop, he saw a big drop in inside sales when the electronic log mandate took effect. “We put in a QR code at the pump so they could scan that and order when they were fueling,” he said. You have to jump on technology at the pump to drive extra business.”
Tapping into AI
Artificial intelligence and AI are helping companies solve problems within their operations and for their customers. Dan Harrell, chief innovation officer for Invenco, Gilbarco Veeder-Root, advised attendees at NATSO Connect 2023 to be clear about the problems they’re trying to solve. “There are real applications for AI in our industry, but you have to figure out what those applications are,” he said.
AI can be powerful because it takes large amounts of data, analyzes it, connects the dots and turns it into valuable information. Inside the store, AI can help predict customer behavior.
In the back office, AI can be useful in accounts receivable functions.
Jensen added that Sapp Bros.’ human resources department uses AI to help write job descriptions and job postings.
Being Proactive
When deciding where to invest, Jensen recommends operators talk with those on the front lines to get their feedback about solutions that would make transactions and drivers’ lives easier.
// This article was created for Stop Watch magazine, the magazine of the NATSO Foundation. Foundation is the research, education and public outreach subsidiary of NATSO, Inc. The NATSO Foundation provides programs and products to strengthen travel plazas’ ability to meet the traveling public’s needs through improved operational performance and business planning. Visit www.natsofoundation.org for more information.
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