The Emergence of the ‘Gas Pump’ as a Retail Marketing Sales Tool

The innovations are occurring at the dispenser island as marketers take advantage of new technology to make the fueling process less disagreeable to motorists while adding profits at the same time. Scott Negley describes how the 'gas pump' has become a retail sales tool for the wise marketer.

The technology revolution continues at a dizzying pace. This trend has carried into the retail petroleum environment as expanding arrays of technological innovations have been added to fuel dispensers. Not long ago pay-at-the-pump was a leading-edge idea. Today, many consumers won't even stop at a station without it. As manufacturers develop new products, they need to be continually mindful to integrate such advances with design flexibility, while at the same time ensuring an upgrade path to guard against obsolescence.

Today's gas pump has evolved beyond the basic fuel dispensing function and to a retail-marketing sales tool. Advertising, couponing, scanning, video displays and fresh screen content have become standard features at the dispenser as retailers attempt to maximize revenue from each fueling point. Web-based platforms enable remote access to data and marketing content from the forecourt.

Innovations galore
A brief explanation of these innovations is needed for those who may have blinked during the announcements of these fast-moving developments. Couponing is the practice of taking the popular retail marketing application and extending it outside to the see a wide range of retail products are displayed on the dispenser display more offers are provided with coupon printed by the dispenser in the same manner as the fuel receipt is printed. The coupon is used in the same manner as those from newspapers or store displays.

Bar code scanning recently made the leap from the cash register inside the store to the dispenser outside. Much like the indoor version, retailers use this to verify membership and loyalty programs and providing discounts on fuel purchased or store merchandise. Bar code readers in dispensers are used to scan membership cards, coupons or receipts from sales inside the store for discounts at the dispenser.

Internet based applications include remote data management and diagnostics, the ability to download a software feature upgrade to a network of sites, and updating graphics content. Marketers with experience using larger format displays have realized the necessity of keeping the information presented interesting and updated with content that is somewhat current. The example of reading a week old newspaper comes to mind.

The developers of these new generation dispensers also recognized that thousands of dispensers would be installed at sites where the 'higher end' features provided by the Internet will not be required or used. The new generation must accommodate them without penalizing them for cost of features they do not want.

In order to support an emerging wired and wireless world, dispenser electronics need to change. Wiring to enable high-speed communication has spread to the forecourt to facilitate data and video applications that require a larger 'pipeline' than traditional two-wire systems. Additionally, there have been advances for wireless technology in other industries (i.e., Bluetooth) that could significantly change communication to and within the dispenser. (For more on Bluetooth see Bluetooth® Radio: A Giant Step Forward in RFID Technology, Petroleum Equipment & Technology, October 1999).

An effective way to manage this is via the Internet that allows downloading of not only data but video and MP3 files as well. (MP3 is a standard technology and format for compressing audio files for downloading over the Internet.) The Internet also allows information to be sent to specifically targeted sites, selected audiences and markets. The challenge to the Wayne iGEM engineering team was to develop a new electronics platform that meets the broad range of feature sets without adding cost to the basic design or compromising the full-featured version.

Too much to carry
Wayne developed the current generation of dispenser computers 15 years ago for it's DL model series--the first wide cabinet, multigrade, duplex (two-sided) electronic dispenser. Over the years there have been many variations to this model to support larger processors, new blending control, assist vapor recovery and functions specific to international markets. Further additional elements led to unique hardware and software, which in some applications required 'piggy-backing' over the main duplex computer. But as with any engineered product, there was a limit as to how many more functions could be added onto the basic design before it became more reasonable to develop a new model.

The iGEM abbreviation stands for Global Electronic Module, which is appropriate since it was designed by Wayne engineers in the US and Europe for use throughout the world. The challenge was to develop a cost-effective electronics design solution for all Wayne products globally. The resultant design builds the best elements from its duplex predecessor into a more powerful product that can be tailored for the small independent who is looking for just the basics, or the multinational major oil with Web driven requirements. Functional enhancements of the new generation computer include:

• A faster processor, real time operating system and eight-times more onboard RAM (random access memory),

• Remotely controlled wireless programming,

• The ability to up and down load software via local PC or over the Internet,

• Configuration flexibility (i.e., one side could be configured as a blender with diesel with the other side a non-blender), and

• An upgrade path to Internet-based functions

The heart of the iGEM design is a 16-bit CMOS microprocessor operating at 20MHz. Like it's predecessor, it features a 'duplex' configuration for control of fueling on both sides of the dispenser and a Control Area Network (CAN), which provides fast and efficient communications between major subsystems, including card readers, bar code scanners, RFID and video screens to onboard vehicle computer interfaces, cellular phone systems, and biological feature ID. The design afforded engineers the chance to integrate previously separate parts of the system applications, such as valve configuration control and power supplies, to reduce cost and improve the packaging. The more efficient component layout also includes a significant improvement in the amount of wiring and its routing throughout the dispenser electronic head.

Not just another pump (electronics)
The pcGEM electronics platform is the culmination of years of experience in meeting customers' automated fuel dispensing equipment and systems needs, including reliable communications, microprocessor-based technology, and secure hydraulics to meet the rigorous customer, environmental and regulatory requirements.

The pcGEM system architecture operates an applications server, a 10BASE-T high speed Ethernet LAN (local area network), a number of dispensers, multiple POS (point of sale) terminals, an optional Local Service Terminal (LST), an Ethernet switch, and several Ethernet hubs. The LST, provided by the service provider, connects to the server via a standard RAS (signal used to address dynamic RAM) port to provide access operational status and error event logs electronically and by printed report. LST functions can be expanded to include the initiation of diagnostic tasks within any dispenser, capture and display the results.

Increased memory
While it is simple to focus on the higher end features, revenue-driven functions, close attention was also paid to the basics, including enhancements that directly impact cost of ownership. Improvements in onboard diagnostics help service technicians troubleshoot problems and manage data and screen content far more efficiently. For instance, logged in memory under the control of a real time clock, the iGEM electronics maintains a historical log of up to 50 system events per fueling point. Each event is assigned a sequence value and chronologically stamped with the time and date of the occurrence.

Another benefit comes from the increased flexibility allowed for equipment configuration and access to data. Previously, upgrading dispenser software with a code revision required replacement of a memory chip for each individual dispenser. With increased flash memory, software updates and enhancements no longer require field replacement or substitution of these chips. Software changes are easily and quickly performed by means of a special loading sequence through a standard notebook computer configured to act as a service terminal with proprietary software and properly trained service personnel.

Communicate with your dispenser
Programming flexibility supports unique model configurations through the use of logical parameters. Parameter functions, such as nozzle positions, allow any number of unique dispenser applications, including the hypothetical example of having one side setup as a three-product blender and the other side setup as a two-product non-blender in the same dispenser. This is possible without additional wiring and smoothly addresses problems related to hydraulic inversion and product selection. Enhanced programming flexibility also gives the customer the option to select multiple dispenser protocols to suit global POS and pump control requirements.

There have been recent concerns about the security of gasoline dispensers relative to fraudulent or criminal manipulation of unit prices or metrological (quantity measurement) data. The integrity of the new electronics design has been further enhanced through a new internal communication protocol and the establishment of specific data access levels. A serial communication link between the computer and the pulsers (encoders) installed on the meters insures accuracy and security in each delivery. The transfer of data between meters and computer is secured by means of a specially designed protocol that enables continuous checksum calculations. A faulty transmission or tap into the link to alter the data exchange will result in the immediate interruption of the product flow and consequent termination of the fueling operation.

The iGem designs employed are more modular to allow for scaleable configurations. This means that the basic design is used in all applications with the 'hooks' built in to provide the necessary links for additional application driven requirements, such as Internet functionality, enhanced video or marketing point of sale. To that end, the computer supports legacy 2 wire (Current Loop) communications with the provision for upgrading to an Ethernet LAN connection for broadband content. A 200 MHz StrongArm Dispenser Manager processor board distinguishes this high-end platform. It employs the Windows CE operating system connected to the basic iGEM electronics to handle a multitude of functions. The electronics and control subsystems are designed to deliver extensible, scalable and flexible services. Embedded browser technology allows the display and delivery of standard Internet content. New technology and processing power may be added to existing systems as new applications are introduced.

Other new innovations
Along with the developments in electronics, new dispensers will also have enhanced hydraulics, new flow control valves and a new joint sealing application. Wayne has employed proportional blending technology for several years. A separate two-stage valve was used for non-blending applications to hold down costs. Recent advances in valve design have allowed the integration of blending and dedicated product dispensing in one package. This allows for flow rate regulation across all models, standardized manufacturing and assembly for both the valve and control electronics and performance improvement through lower pressure drop across the valve. Further, the advances allow for greater flexibility for marketers who may wish to switch from a three-product non-blender to a two-product blender with diesel.

More reliable sealing
While the integrity of fluid joint connections in a dispenser is often taken for granted, serious problems can sometimes develop. The rule of thumb says that the easier it is to put something together, the better the chance of doing it correctly. This applies to dispenser tubing connections for both factory built and field service conditions. The new seal for the tube-end employs a large o-ring captured between two swage bumps on the end of the tube that inserts directly into a hose outlet casting.

The new generation of dispenser electronics is designed to take advantage of new technology while providing a product that can be used worldwide, to marketers of all sizes, and without unnecessarily increasing the cost of ownership and operation. The engineering design team at Wayne has proudly accomplished all of these goals and more.

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