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Rutter’s Farm engages on-the-go shoppers


The fuel pump is becoming an increasingly critical customer touch point.

Often overlooked in the omnichannel experience, convenience store fuel pumps are a prime way to reach on-the-go shoppers. Extending their partnership with NCR, Rutter’s Farm is adding a new outdoor payment terminal to reach this time-pressed customer segment.

Called NCR OPTIC, the open source solution “allows us to easily integrate our Rutter’s VIP Club rewards program,” said Scott Hartman, CEO of the 65-store chain. “Meanwhile, the new media capabilities extend our storefront marketing to the forecourt.”

The self-service solution accepts both EMV and magnetic stripe payment cards, and accepts contactless payments, including mobile phones and mobile wallet payments. The terminal also has a 2D bar-code scanner. While the solution delivers the immediate, mandated benefit of outdoor EMV compliance, the convenience store chain is also leveraging the solution to improve its omnichannel experience at the fuel pump, according to a company statement.

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