What’s In It for Me? 5 Benefits of Outdoor EMV
 By Gilbarco Veeder-Root
When it comes to outdoor EMV, we all know the costs and consequences of not upgrading.
And sure, when you upgrade, you’re protecting consumers from fraud and avoiding chargebacks – that’s the goal.
But there’s one other important question: What does my business get out of it?
In this blog, we’ll discuss the benefits of outdoor EMV – and many of them have less to do with security and more to do with marketing your business.
1. Bang for your Bandwidth
Today, a high-speed connection is necessary on your forecourt for a variety of important reasons – not just to support chip card readers.
That high-speed bandwidth is the key to all the features now becoming standard in the minds of consumers.
2. Go Contactless
The popularity of contactless is rapidly growing and you need a high-speed connection to support this new payment method.
Since Gilbarco first introduced Pay-at-the-Pump, speed and security have become the main objectives of payment terminals on the forecourt. Contactless is the next natural progression in payment technology.
Not only are contactless transactions 10x faster than a traditional “dip” transaction, but they’re also far more secure thanks to encryption made possible by that high-speed connection you got with your EMV upgrade.
Then add a global pandemic to the equation. Adoption of contactless payment was already on the rise before COVID-19, but the pandemic has only accelerated the trend, according to Visa.

Image: Visa
3. Moving Merchandise with Media
The standard forecourt now includes fuel dispensers with color screens and some level of media program.

Retailers that use media on the forecourt aren’t doing it to be trendy or flashy, they’re making a strategic decision to bring more foot traffic into the store.
Research shows media at the pump can generate up to a 39% sales increase on promoted items.
To get media on the forecourt, you need that high-speed connection that we keep mentioning.
4. Customers Want It
There are plenty of myths about EMV (read about those here), but one of them includes the notion that consumers don’t know or care about chip card protection at the pump.
A recent study on that subject tells a different story.
Via TNS:
“Sixty-five percent of respondents said they prefer to use pay-at-the-pump facilities that are EMV compliant, demonstrating a heightened level of awareness among consumers for what many perceive as an industry issue,” said Dan Lyman, head of payments market North America for TNS. “[…], this is a clear call to action for retailers who have not yet upgraded.”
5. Peace of Mind
All features and benefits aside, EMV technology really is about protecting your business by protecting your customers. For many retailers, upgrading simply means a better night’s sleep. Knowing their businesses won’t be hit with fines and fees helps them rest easy.


Skip the Chip? 3 Consequences to Ignoring EMV

 By Gilbarco Veeder-Root

The calm before the storm.

That’s what you’re feeling right now if you’re a retailer without an EMV-compliant forecourt. That’s because the flood of chargebacks is on the horizon and rising fast.

1. The Chargebacks Are Coming

“It takes 30 to 45 days for chargebacks to start showing up on retailers’ statements,” says Gilbarco’s Payment Marketing Director, Dan Witkemper. “So those who haven’t upgraded should review their network reconciliation statements to see how much they were impacted by counterfeit fraud chargebacks in the next few weeks.”

Why the time lag? First, the credit card user must recognize the fraud and report it.

Once investigated, retailers will get notified of the chargeback. While that process takes place, your unprotected pumps continue to rack up more fines, creating a vicious, business-killing cycle of fraud.

2. But Wait, More Fees!

Chargebacks aren’t the only costs unprotected retailers will feel.

Some major oil brands aren’t willing to risk their reputations on sites that won’t protect their customers.

In response, they are instating monthly fees for any site without chip card readers on the forecourt.

The takeaway here is, ignoring global payment standards will cost you – one way or another, and soon.

On top of all that, there’s a reputation problem to consider.

“Running an unprotected forecourt is like running an online store that gets hacked. Consumers are making the choice to purchase fuel from locations where chip cards are accepted.” Witkemper says. “Sites that are unable accept EMV at the dispenser may begin to see their monthly fuel volumes drop.”

3. Becoming a Target

Maybe your station never gets hit with fraud, but that’s about to change for many retailers.

Without EMV protection on the forecourt, retailers are effectively putting targets on their own backs as identity fraud factories.

“Businesses will begin experiencing what’s known as ‘fraud migration,’” says Witkemper. “Much like a virus, criminals need to find a welcoming host. Non-compliant fuel dispensers are what they’re looking for.”

Unfortunately, it’s easy for criminals to spot dispensers with weak security – even from the street.

Old vertical card readers are dead giveaways for unprotected pumps, inviting the fraudster to set up shop.

Once upgraded, fuel dispensers feature horizontal, EMV-ready readers, rendering most fraudulent magstripe cards useless – and thus, preventing chargebacks.

The Good News

It’s not too late, and there is protection available while you wait for installation.

Enabling zip code verification can help stave off some criminals trying to use counterfeit credit cards at the pump.

Another option is fraud detection programs. Right now, Visa is offering a free year of its Transaction Advisor service to sites that are in the process of upgrading EMV. The service uses an algorithm that attempts to identify risky transactions and force those customers to go inside the store.

Obviously, this isn’t ideal. As we all know, there’s nothing customers (criminals included) hate more than having to go inside the store to pay.

The Bottom Line

While the deadline may have passed, the urgency has never been higher to start your EMV upgrade process.

Getting started today is imperative, because that storm of chargebacks gains steam, the line for available technicians will grow even longer.