As more drivers focus on price, experience is still key in determining who they return to. Here is an article for reflection by Peter van Nauw, Senior Director, Systems & Payment and Soren Powell-Holse, Senior Sales Director, Europe, ANZ & KA at Dover Fueling Solutions.
Fuel Finder requires all fuel retailers across the UK to share live pump prices via a Government-run open database, with the aim of making it simpler for drivers to compare nearby fuel stations by price. Now, as fuel prices rise amid ongoing geopolitical pressures affecting global supply, it has been thrust further into the spotlight as motorists seek to find the best value at the pump.
Fuel Finder proved to be a popular development, with 65% of motorists telling the AA they planned to monitor their local pump prices using the scheme. That figure is likely to be even higher now, with average diesel prices increasing by 18p per litre and petrol prices rising by 7% since the conflict began.
But while price, proximity and familiarity may influence the initial choice of fuel station and more than ever drivers are being led by price through tools like Fuel Finder, it would be a mistake to assume price alone secures repeat custom. In reality, customers can be won on price but lost just as quickly through a poor on-site experience.
Small savings, high expectations
The Government expects Fuel Finder to deliver each consumer savings of around £40 per year. According to redearch by Dover Fueling Solutions, 71% of UK drivers visit a fuel station once or twice a week, meaning savings from Fuel Finder are spread thinly across individual visits.
Despite this, for many, time is as tight as money. When customers are paying noticeably more for something that cost less only weeks earlier, tolerance for disruption drops sharply and even small issues can quickly outweigh any price advantage.
With station visits typically lasting under ten minutes, tolerance for disruption is low, and a dispenser that fails to respond or a payment that does not go through can easily outweigh any price advantage.
In 2021, UK Government data showed that average daily fuel sales per site sat at 19,377 litres. If we take an average fill of 50 litres per vehicle, that equates to around 387 fuel transactions per day at a typical site.
DFS has identified that almost a quarter (21%) of UK drivers say they would not return to a fuel site after a single bad experience. Applied to daily volume, this suggests that more than 80 customers per day could be at risk of not returning following a poor visit.
Over the course of a year, that could translate into tens of thousands of lost visits, underlining how quickly inconvenience for customers can directly impact a bottom line.
Of course, the same operational inefficiencies that cost future visits also restrict capacity and erode revenue in real time, making their impact both immediate and long term. So, while price might be grabbing the headlines, it’s not always what makes the biggest difference day to day.
Where friction can emerge
In many cases, it’s the quality and smoothness of the visit itself that determines whether customers return. Where friction can often arise here is not from dramatic breakdowns, but from small performance gaps where the high levels of efficiency customers have come to expect are not met.
PwC’s survey of 15,000 consumers across 12 countries found that 32% would abandon a brand they love after a single bad experience, showing how quickly inconvenience can impact purchasing decisions.
Getting the fundamentals right
It starts with investing in systems designed to perform reliably, both individually and as part of the wider site ecosystem. A smooth visit depends on dispensers delivering accurate volumes with stable flow, terminals responding without hesitation and payment authorisation processing quickly and consistently, because those fundamentals underpin the entire customer experience.
The performance of today’s fuel stations should be shaped as much by what sits beneath the surface as by what the customer sees. Dispenser hydraulics, electronics and payment hardware must be engineered for durability and long-term reliability, not simply initial installation. Over time, the quality of those core components directly influences uptime, responsiveness, and total cost of ownership (TCO).
Crucially, however, individual performance is only part of the equation. Dispensers, payment systems and site software must operate as a coordinated whole. When those systems communicate efficiently, performance can become a great deal more predictable and resilient. This creates a clear opportunity for retailers to elevate the customer experience through reliable equipment, enhanced services, smarter technology and loyalty schemes that genuinely make a difference. For those willing to adapt their fuel sites to meet today’s consumer expectations, the opportunity is not only to reduce inconvenience, but to differentiate and elevate the overall experience.
Additionally, in a higher price environment, visibility across the fuel site becomes increasingly important not only for the customer experience, but for operational control and the bottom line. Having clear insight into performance, inventory and potential losses becomes more critical and automated tank gauging and wetstock management systems can play a key role, helping operators maintain accuracy and avoid fuel loss.
Modernising without disruption
Another question is how to upgrade without creating operational disruption. Solving one pain point shouldn’t create another and, in some cases, full system replacement may be appropriate, particularly where infrastructure is nearing the end of its lifecycle or where broader transformation is planned. However, large scale change can introduce cost, retraining requirements, and risk if not carefully managed.
A modular approach allows sites to evolve in stages so that components can be upgraded where needed, maintaining day to day stability while improving responsiveness and integration over time. Crucially, this does not limit future ambition and more comprehensive upgrades remain possible when the timing and business case align.
Avoiding the price of inconvenience
Fuel Finder has increased price transparency and rising fuel costs have made price a more important factor in where customers choose to fill up. However, it does not fundamentally change what determines whether they return. But treating price as the sole driver of loyalty risks oversimplifying how consumers actually choose. Convenience, reliability, and a consistently smooth visit remain powerful differentiators and will be noticed when missing.
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