Vontier survey finds speed and rewards drive convenience store loyalty
Vontier's survey of over 600 U.S. drivers highlights a shift in convenience store loyalty driven by demands for speed and immediate rewards. Nearly half of respondents want to purchase items at the pump, while over 90% spend less than 10 minutes on site. CEO Mark Morelli noted that retailers must deliver both seamless transactions and emotionally rewarding experiences to succeed.
*this image is generated using AI for illustrative purposes only.
New national research from Vontier reveals Americans are redefining convenience store loyalty by demanding faster, more seamless transactions alongside small rewards that provide immediate emotional payoffs. A survey of more than 600 U.S. drivers indicates that consumers are reshaping the roadside retail experience, seeking less friction and more value during their visits. The findings highlight a dual expectation where customers separate the transaction from the experience, expecting both to be delivered in new ways.
The research identifies the rise of "Order at the Pump," a trend where nearly half (47%) of respondents want the ability to purchase snacks, beverages, and everyday essentials directly at the fuel pump or EV charger. This shift suggests the forecourt is becoming the primary interface for the entire visit, effectively turning every pump into a drive-thru without the lane or the wait. Despite the desire for speed, drivers are not abandoning the store; they still expect the stop to feel rewarding and personal.
Speed remains a critical factor, with over 90% of drivers spending less than ten minutes on site and 44% spending fewer than five. Reliability is equally decisive, as seven in ten drivers state that dependable payment and fueling systems are extremely important in determining where they return. Simultaneously, small, immediate rewards are gaining importance, with more than half of drivers saying free coffee or snacks make a loyalty program more appealing.
Key Survey Findings
The survey data illustrates how expectations are evolving across visit behavior, transaction flow, and rewards. The following table summarizes the primary metrics:
| Metric | Percentage/Detail |
|---|---|
| Desire to buy at pump/charger | 47% |
| Spend less than 10 minutes on site | Over 90% |
| Spend fewer than 5 minutes on site | 44% |
| Value dependable systems | 70% |
The New Model of Convenience Retail
Vontier's earlier research found that frequent visitors are motivated by identity and the feeling of being recognized. The new findings suggest that identity and efficiency are complementary expectations. Consumers expect operators to cater to two distinct modes of visits: a fast, low-interaction mode for when they are in a hurry, and a reward-seeking mode where recognition and small perks matter.
"Drivers are setting a new standard for routine stops," said Mark Morelli, CEO of Vontier. "They expect the same speed and simplicity they get from digital experiences but still respond to the small details that make an in-store visit feel rewarding. The opportunity for retailers is to deliver both – fast, seamless transactions alongside experiences that customers actually look forward to."
The trends point to a model where transactions must be fast and nearly invisible, while loyalty must feel instant and emotionally rewarding. As the car becomes the checkout point, operators who succeed will be those who can resolve the tension of making the visit shorter, simpler, and more rewarding at the same time.
How will convenience store operators balance the capital investment required for pump-side technology with the need to maintain in-store profitability?
What impact will the 'Order at the Pump' trend have on traditional impulse buys and merchandising strategies within the store?
As the car becomes the primary checkout point, how will data privacy concerns evolve regarding driver location and purchasing habits?
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