Rutter’s Offers EMV Insights

C-store chain upgrading dispensers with an eye toward omnichannel retailing

YORK, Pa. -- Rutter’s Farm Stores is upgrading its fuel dispensers at all of its convenience stores to the new EMV standards to facilitate loyalty, payment and omnichannel marketing. “[Its] goals are to enhance the fueling experience and simplify the loyalty rewards redemption, consumer messaging, payments and purchasing processes at our pumps,” Kirsten Dickason, marketing coordinator for the retailer, told CSP Daily News.

York, Pa.-based Rutter’s is implementing NCR Corp.’s NCR OPTIC, a new outdoor payment terminal, at its 65 convenience stores in Pennsylvania.

Rutter’s and NCR will launch the first OPTIC installation early in the fourth quarter of 2016. The retailer has been an NCR partner for more than 10 years.

NCR OPTIC is a modular, self-service solution that accepts a range of payment options in its standard configuration, including Europay, MasterCard and Visa (EMV) and magnetic stripe, contactless (including mobile phones) and mobile wallet and 2-D barcode scanner options.

OPTIC comes in two sizes, a 5-inch terminal for use with older dispensers, and a 12-inch widescreen. It has been engineered to retrofit most brands of fuel dispensers, NCR said.

“The open-source platform allows us to easily integrate our Rutter’s VIP Club rewards program, while the new media capabilities extend our storefront marketing to the forecourt,” Scott Hartman, CEO of York, Pa.-based Rutter’s, said when it announced the deal with NCR.

“NCR OPTIC will enhance our overall customer experience because we believe our customers will appreciate the large touchscreens as a major upgrade to their fueling experience,” Dickason said. “Fueling prompts will be easier to see and interact with, and full motion video will increase engagement. The added technology of scanners and NFC chips will also lay the foundation for true omnichannel retailing.

“The open source nature of the product appealed to us,” she continued. “We like the OPTIC has the flexibility to plug and play into our pumps, and has a host of integrated features to enhance the fuel experience. OPTIC is unique as it brings together a large touchscreen, EMV-compliant payment terminal, 2-D barcode scanner and integrated NFC technology for the ultimate in mobility.”

Duluth, Ga.-based NCR’s software, hardware and services enable more than 550 million transactions daily across retail, financial, travel, hospitality, telecom and technology and small business.

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