Lynch Oil Implementing EMV Acceptance

Convenience petroleum merchant using Heartland, Pinnacle integrated EMV POS solution

Heartland Payment Systems Pinnacle EMV

BURLEY, Idaho -- Heartland Payment Systems, one of the nation’s largest payment processors, and The Pinnacle Corp., a leading supplier of technology automation solutions for retail convenience stores and fuel inventory management, have launched an integrated point-of-sale (POS) system for petroleum retailers that is compliant with Europay, MasterCard and Visa (EMV), a global standard for credit payment cards based on chip-card technology.

Heartland and Pinnacle’s Palm POS system provides petroleum retailers with the highest level of protection available against card-present data fraud, the companies said, and will accept EMV chip cards for indoor and contact transactions.

Petroleum retailer Lynch Oil of Burley, Idaho is upgrading its POS system to accept EMV payments with the help of Heartland and Pinnacle. When completed, the company will be the first petroleum retailer to use the EMV POS system at six Mr. Gas locations in southern Idaho.

“We do our best to be the first to offer the most effective advancements in card payments and point-of-sale systems, especially when it enhances our customers’ experiences at our Mr. Gas locations and protects their card data from hackers," said Nick Lynch, owner of Lynch Oil and president of Mr. Gas. "Pinnacle and Heartland help enable us to be the first petroleum retailer to have a POS system for EMV acceptance in the United States.”

Lunch Oil is "the first retail convenience-specific point-of-sale platform to achieve a fully integrated EMV certification from the card brands," said Drew Mize, Pinnacle's COO.

The Heartland and Pinnacle Palm POS solution has been EMV certified by American Express, Discover, MasterCard and Visa. Cardholders can now use their EMV credit cards at appropriate petroleum retailers equipped with Heartland and the Pinnacle Palm POS solution.

“I am pleased that the industry is finally seeing an implementable certification to meet the compliance date," said Gray Taylor, executive director of Conexxus. "We have lots of retailers who have made, and continue to make, significant investments in equipment upgrades, but cannot avoid the liability shift due to lack of certification. The fact that our industry has but one fully certified solution one month after indoor liability shift and 23 months before the automated fuel dispensers shift, shows how inadequately implementation was planned for our market."

Princeton, N.J.-based Heartland Payment Systems Inc., one of the largest payment processors in the United States, delivers credit, debit and prepaid card processing and security technology through Heartland Secure and its Heartland breach warranty. Heartland also offers POS, mobile commerce, e-commerce, marketing solutions, payroll solutions and related business solutions and services to more than 300,000 business and educational locations nationwide.

Arlington, Texas-based Pinnacle provides automation technology to the convenience-store and petroleum industries. It delivers products that automate the broad spectrum of c-store operations and supply-chain management of fuel operations. Nationwide, thousands of c-store outlets use Pinnacle’s products and services to automate and improve their store operations, and fuel marketers use them to increase their efficiency in the management of fuel delivery.