The Transformational Impact of On-Pump Ads

Fuel retailers across Europe are facing structural shifts. With profits associated directly with the sale of fuel averaging between 4% to 10%, and non-fuel retail accounting for up to 40% of site-level gross profit [1], operators are being forced to rethink how they use every square metre of their forecourts.

On-pump advertising is emerging as one of the most accessible and effective ways to drive additional revenue. By transforming the pump into a digital engagement platform, operators are capturing customer attention at a critical moment - and influencing behaviour both at the pump and beyond it.

Converting Dwell Time into Store Footfall

Forecourt customers typically spend 2–3 minutes at the dispenser, presenting a valuable window for targeted engagement. On-pump displays allow operators to push real-time promotions - coffee bundles, snack offers, loyalty rewards - that drive impulse visits to the store.

This approach is already proving impactful. In markets where operators have implemented targeted messaging based on time-of-day, weather, or on-pump behaviour, store conversion rates have increased significantly. In some cases, targeted promotions have helped lift fuel adjacent in-store sales by up to 30%, rising to 50% after nine months [2].

As the profitability mix continues to shift, increasing the average basket size, driving food sales or store conversion rate - even by a few percentage points - can have an outsized impact on overall site performance and profitability.

Raising Awareness of Fuel-Adjacent Services

Car washes, vacuums, tyre inflators, food services, and parcel lockers are underleveraged assets at many sites. But when these services are promoted via on-pump digital screens, uptake improves measurably.

In regions where dynamic media is used to highlight service offers or promotions, in-store sales increased 32% and brand recall increased by 83%. [3]

Customers often forget these other services on the forecourt exist - especially during quick, routine fuel stops. On-pump ads serve as timely prompts, improving visibility and driving impulse decisions. Some forecourt operators are also linking screen content to mobile offers, allowing users to scan and pay instantly while they refuel with the use of QR codes and URLs.

A Connected, Digital Retail Experience

As the industry moves toward digitalisation, on-pump advertising acts as a bridge between physical and digital customer journeys. Content can be personalised based on on-pump behaviour, loyalty ID, or time of day - aligning with broader CRM, app, or loyalty strategies.

At a network level, operators who integrate media platforms into their pumps are building the foundation for a more dynamic, data-driven retail model - one that offers tailored promotions, enhances the customer experience, and generates incremental revenue.

Turning your fuel pump into your best sales rep

The pump is no longer just a dispenser - it’s a customer touchpoint. As fuel margins continue to tighten and mobility patterns shift, retailers who embrace on-pump media as part of a broader commercial strategy are better positioned to compete. It’s not just about selling more coffee or car washes - it’s about making every visit more valuable.

References

[1] https://www.thetimes.com/world/ireland-world/article/irelands-forecourts-fight-to-be-king-of-dashboard-dining-2jbk3893w
[2] https://csnews.com/turn-frequent-fuelers-loyal-shoppers
[3] https://www.linkedin.com/pulse/convenience-stores-enter-retail-media-network-era-art-sebastian-nljsc/
Citation: https://www.mckinsey.com/industries/oil-and-gas/our-insights/fuel-retail-in-the-age-of-new-mobility