Speed Brings Customers In, Rewards Keep Them Coming Back, Vontier Survey Finds
The convenience retail industry is undergoing a significant transformation as consumers increasingly expect faster, simpler, and more personalized experiences during routine fuel and convenience-store visits. New research released by Vontier reveals that American drivers are redefining what convenience means, creating new opportunities and challenges for retailers seeking to maintain customer loyalty in an increasingly digital world.
According to the national survey conducted by Vontier, more than 600 U.S. drivers shared insights into how their expectations are changing when it comes to fueling, charging electric vehicles, purchasing snacks, and interacting with convenience stores. The findings indicate that speed and efficiency have become essential components of the customer experience, but they are not replacing the desire for meaningful rewards and recognition. Instead, consumers are demanding both.
The study highlights a growing trend that Vontier describes as the “Amazon-ification” of the forecourt. Drivers increasingly want convenience-store purchases to be as seamless and immediate as online shopping. Nearly half of all respondents—47%—said they would like the ability to purchase snacks, beverages, and other everyday essentials directly from the fuel pump or EV charging station.
This preference signals a major shift in how consumers view roadside retail. Rather than entering a store, browsing aisles, and waiting in line, many drivers now expect to complete transactions without ever leaving their vehicles. The concept of “Order at the Pump” reflects a future where fueling locations function much like drive-through services, eliminating unnecessary steps while maximizing convenience.
The Evolution of Convenience Retail
Historically, convenience stores have relied on quick access, product variety, and impulse purchases to drive revenue. Customers would stop for fuel and often enter the store to purchase drinks, snacks, coffee, or other essentials.
However, consumer habits are evolving rapidly. Digital commerce, mobile apps, online ordering platforms, and contactless payment technologies have conditioned people to expect faster interactions. Customers increasingly measure every retail experience against the convenience offered by major digital platforms.
Vontier’s research suggests that these changing expectations are now influencing behavior at gas stations and EV charging locations. Consumers no longer view convenience as simply having products available nearby. Instead, convenience is increasingly defined by speed, ease of use, and minimal effort.
Drivers want to spend less time completing transactions while still receiving the benefits and value traditionally associated with convenience-store visits.
A Surprising Consumer Contradiction
One of the most interesting findings from the survey is the apparent contradiction in customer preferences.
While many drivers want to bypass the traditional in-store experience, they are not rejecting the value that convenience stores provide. Rather, they are separating the transaction itself from the overall experience.
Consumers want fewer steps in the purchasing process. They want fewer delays, less waiting, and reduced friction. Yet they still appreciate rewards, recognition, personalized offers, and experiences that make them feel valued as customers.
This means convenience-store operators face a new challenge. Success is no longer about choosing between efficiency and customer engagement. Instead, retailers must deliver both simultaneously.
Customers want transactions to happen quickly and almost invisibly, but they still expect meaningful interactions through loyalty programs, personalized promotions, and rewards that encourage them to return.
The survey suggests that consumers are increasingly viewing convenience through two different lenses depending on their circumstances.
When they are pressed for time, they prefer a fast, low-interaction experience that allows them to complete their visit as quickly as possible.
At other times, they seek value, rewards, and recognition that enhance the overall experience and strengthen their connection with a preferred retailer.
Retailers that can effectively support both types of visits will likely be best positioned to build long-term customer loyalty.
Building on Earlier Consumer Research
The latest findings build upon previous research conducted by Vontier regarding convenience-store loyalty and customer behavior.
Earlier studies revealed that frequent convenience-store visitors often develop strong emotional connections with brands. Customers are motivated not only by practical benefits but also by a sense of familiarity and belonging. Many consumers value feeling recognized, appreciated, and understood by the businesses they visit regularly.
The new survey demonstrates that these emotional drivers remain important even as convenience and efficiency become higher priorities.
Rather than replacing emotional loyalty, technological convenience is becoming an additional expectation. Customers want businesses to recognize their preferences while simultaneously delivering frictionless transactions.
This evolution is creating a new standard for customer experience in convenience retail.
Time Is More Valuable Than Ever
The survey underscores the growing importance of speed during routine stops.
More than 90 percent of drivers reported spending less than ten minutes at a fueling or convenience-store location. Even more notably, 44 percent said their visits typically last fewer than five minutes.
These statistics illustrate just how compressed customer interactions have become.
For retailers, every second matters. Slow payment systems, lengthy checkout processes, and equipment downtime can negatively affect customer satisfaction and potentially influence future purchasing decisions.
Consumers increasingly expect visits to be completed quickly and efficiently, particularly during busy schedules and daily commutes.
The data suggests that reducing friction at every stage of the customer journey is becoming a competitive necessity rather than a luxury.
Reliability Drives Repeat Business
Speed alone is not enough.
The survey found that reliability remains one of the most important factors influencing customer loyalty. Approximately seven in ten drivers stated that dependable fueling and payment systems are extremely important when deciding whether to return to a particular location.
This finding highlights the critical role of technology infrastructure in the convenience-retail sector.
Customers expect pumps to function properly, payment systems to process transactions quickly, and digital services to operate without interruptions. Even minor technical issues can create frustration and damage customer trust.
As fueling stations increasingly integrate digital services, retailers must ensure that technology enhances convenience rather than creating additional obstacles.
Reliable operations are becoming a foundational requirement for maintaining customer satisfaction and loyalty.
The Growing Power of Instant Rewards
While efficiency remains a top priority, the survey also reveals that emotional rewards continue to play a significant role in consumer decision-making.
More than half of respondents indicated that perks such as free coffee, complimentary snacks, or similar immediate rewards make loyalty programs more attractive.
The appeal of these benefits is particularly strong among younger consumers, including Millennials and Generation Z.
Unlike traditional loyalty programs that require customers to accumulate points over long periods, instant rewards provide immediate gratification. These small incentives create positive emotional experiences that encourage repeat visits.
Industry experts often describe such benefits as “dopamine perks” because they generate quick feelings of satisfaction and appreciation.
As competition intensifies within the convenience-retail sector, these emotional rewards may become increasingly important differentiators.
Consumers are demonstrating that loyalty is no longer based solely on discounts or fuel savings. Personalized recognition and immediate benefits can have a powerful influence on customer behavior.
The Forecourt Becomes the New Retail Interface
Taken together, the survey findings point toward a major transformation in convenience retail.
The forecourt—the area surrounding fuel pumps and EV chargers—is evolving into the primary customer interface.
Traditionally, the store itself served as the center of customer engagement. In the future, many interactions may begin and end outside the building.
Consumers increasingly want to browse products, place orders, make payments, earn rewards, and receive personalized offers without entering the store.
This shift has several implications for retailers:
- Transactions must become faster and more seamless.
- Payment experiences should be nearly invisible.
- Loyalty rewards should be immediate and personalized.
- Visit durations will likely continue to shrink.
- Vehicles may increasingly serve as the primary checkout point.
- Customer engagement must extend beyond the physical store environment.
Retailers that successfully adapt to these changes can create experiences that satisfy both convenience-focused and loyalty-driven consumers.
Industry Leaders Respond to Changing Expectations
Commenting on the survey findings, Mark Morelli, President and CEO of Vontier, emphasized the importance of balancing efficiency with customer engagement.
According to Morelli, modern drivers are establishing new expectations for routine visits. They want the same speed and simplicity they experience through digital platforms while still appreciating the small touches that make a visit enjoyable and rewarding.
This combination of convenience and personalization represents a significant opportunity for retailers willing to invest in modern technologies and customer-focused strategies.
Businesses that can deliver frictionless transactions while maintaining emotional connections with customers are likely to gain a competitive advantage.
Technology as an Enabler
Vontier believes technology will play a central role in helping retailers meet evolving customer expectations.
The company’s portfolio of mobility and convenience-retail solutions is designed to connect payments, transactions, loyalty programs, and customer engagement across both forecourt and in-store environments.
Integrated technologies can reduce friction at fuel pumps and EV chargers while simultaneously enabling personalized rewards and loyalty experiences.
These solutions allow retailers to streamline operations, improve customer satisfaction, and encourage repeat visits without sacrificing convenience.
As digital transformation accelerates across the retail landscape, technology providers and convenience-store operators will increasingly work together to create seamless customer journeys.
The Future of Convenience Retail
The survey paints a clear picture of where the industry is heading.
Consumers want convenience-store visits to be shorter, faster, and easier. At the same time, they still value recognition, rewards, and experiences that make them feel appreciated.
This combination of expectations is reshaping the future of roadside retail.
The most successful operators will be those capable of resolving what Vontier describes as the central tension of the modern visit: delivering maximum convenience while simultaneously creating meaningful customer value.
As consumer behaviors continue to evolve, convenience retailers must rethink traditional assumptions about customer engagement. Speed may attract customers in the first place, but personalized rewards and positive experiences will determine whether they return.
In an increasingly competitive market, the retailers that master both elements will be best positioned to thrive in the next generation of convenience retail.
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