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As Deadline Nears, EMV Compliance Action Accelerates

KINGSTON, N.J. and GREENSBORO, N.C. — As the Oct. 1 EMV (Europay, MasterCard and Visa) liability shift deadline gets closer and closer, activity by retailers upgrading their point-of-sale (POS) equipment has been furious.

On Oct. 1, convenience store retailers who do not upgrade their in-store POS payment devices to EMV-capable readers could be held responsible financially by credit card and debit card companies for fraudulent transactions. Retailers are not required to upgrade to in-store EMV terminals, however.

According to the Petroleum Marketers Association of America, fraud in the U.S. petroleum industry reached $250 million in 2014. And although many experts agree that EMV alone would not have prevented large-scale breaches such as the ones suffered by Target Corp. and Home Depot Inc., many believe it is a step in the right direction, especially when EMV is combined with another anti-hacking approach such as tokenization.

To give retailers an extra incentive to install EMV-ready devices, finance company Allied Brand Services and CBIE Inc., a provider of VeriFone POS solutions, have teamed up to offer comprehensive and affordable solutions.

Qualified retailers can receive discounted pricing, no money down and low monthly lease payments, according to Mike Cerminaro, president of Kingston-based Allied Brand Services.


While the POS deadline is fast approaching, c-store retailers are also placing an emphasis on EMV forecourt upgrades, whose liability shift deadline will occur Oct. 1, 2017.

According to Greensboro-based Gilbarco Veeder-Root, a record number of orders were received in June for its Applause TV with VNET dispenser, which combines EMV upgrades with media-at-the-pump technology. In fact, orders of this dispenser doubled in June compared to May.

“This record month for Applause TV with VNET is a significant milestone for Gilbarco and our retail partners,” said Andrew Syzek, marketing manager, media, Gilbarco Veeder-Root. “Retailers are using the investment in EMV as an opportunity to differentiate their sites through media. Acting early offsets the cost for EMV compliance. Research shows a 10- [to] 34-percent-range increase in sales of convenience drinks and snacks purchased in-store at Applause TV test sites.”

Charlie Edwards, chief operating officer at Edwards Oil Co., dba Quik Mart Convenience Stores, is already making EMV upgrades at the pump in an effort to grow the business. In addition to enabling the company to meet the 2017 forecourt deadline, Applause TV will "bring incremental inside sales and an improved experience to our customers,” Edwards said.

Louie Sutey, chief operating officer at Sutey Oil, added that his company is also making forecourt EMV upgrades as a way to differentiate its business from competitors.

For an in-depth look at EMV compliance, look in the October issue of Convenience Store News.

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