Many of Kum & Go’s more than 400 stores are in regions of the country that experience extreme winters, says Tracy Ging, the Des Moines, Iowa-based chain’s chief marketing officer. That, along with consumers’ growing desire for all things digital, inspired Kum & Go’s mobile fuel pay experience, available through the Kum & Go app. The app verifies a customer’s credit card and handles the payment. Then the customer enters the pump number, starts the pumpand begins fueling—skipping the keypad. Customers can even call the store to have an associate pump for them so they never have to leave their car, Ging says. They can order food to their vehicle, too, making the process of stopping by for gas even more convenient, she says. Kum & Go incentivizes customers with fuel savings to encourage them to try the app. “Once they try it, we see really good repeat usage and frequency on the app,” Ging says.