Tech Talk at the Southwest Fuel & Convenience Expo

Rutter's CEO tells attendees embracing technology is no longer an option

Convenience store retailers must embrace technology "or dig a hole, because it is not going away," Scott Hartman, president and CEO of Rutter's Farm Stores, said during the closing keynote speech of the 2013 Southwest Fuel & Convenience Expo, held May 8-10 at the Omni Fort Worth hotel and Fort Worth Convention Center in Texas.

Mastering "customer touch," in particular, is the key to success for c-store retailers moving forward. "Upselling [customers] by using touchscreens is great," noted the head of the York, Pa.-based chain of 58 convenience stores. "The machine upsells like crazy and it never gets tired [of] asking a customer for an upsell [like] employees do."

Customer touch goes way beyond touchscreens, however. Despite perceived flaws with security, Hartman said mobile payments will soon be a requirement for all convenience stores.

"The future of mobile consumer touch is today. C-store customers are the most mobile of all," he relayed. "Just think about how fast they are in and out of our parking lots. Retailers who do not adapt to mobile payments will be turning away customers."

Rutter's uses a mobile application to interact with its customers. The c-store chain has achieved tremendous results from what it calls "gamification." For example, the retailer — known for its dairy store roots — offers a game that allows consumers to virtually "tip cows" and win prizes for in-store merchandise.

"We have leader boards and customers really compete," Hartman explained. "Some who lose even complain the game is rigged. But that's OK because the customer interaction is there."

The 2013 Southwest Fuel & Convenience Expo was presented by the Texas Food and Fuel Association. Jim Kolkhorst, the association's chairman, dubbed this year's expo "a very successful" show. The comprehensive event offered multiple educational sessions, networking events and an exhibition hall — located at the Fort Worth Convention Center across the street from the Omni hotel — featuring 11 aisles of manufacturer exhibits.

Next year's expo will be held May 13-15, 2014 at the Gaylord Texan in Dallas.