Enhancing the customers’ experience is one of the top-most priorities of any gas station owner. Modern-day service stations offer more than just fuel. They’re a mix of convenience stores, quick repair shops, and self-service stations. And there’s no better way to increase your gas station’s productivity than by deploying cutting-edge fuel Point of Sales systems.
The deadline for gas stations and c-stores in the United States to become EMV-compliant has finally passed. The first deadline was proposed in 2015, which was revised multiple times until October 1, 2020. This was supposed to be the final deadline, but the outbreak of COVID-19 gave another lifeline to gas stations as it was further delayed to April 17, 2021. Now that we’re past the deadline, the liability for fraudulent transactions will be shifted to merchants.
At long last, the outdoor EMV deadline for the U.S. has passed, but that doesn’t mean the story is over yet.
From now on, chargebacks from fraud that occurs on unprotected forecourts are now the responsibility of the retailer, not the banks.
And despite multiple deadline delays, only half of fuel retailers (48 percent) have met the EMV compliance mandates by the April 17th, according to a new survey.
The right side of the graphic above splits retailers into three categories, but it’s the 25% of retailers who are “unsure” when they’ll complete their EMV upgrades that present the greatest challenges.
With limits on manpower, equipment, and hardware, those who didn’t plan ahead will now have to wait in line.
What Can You Do While You Wait?
First, consider measures to limit the damage. Identify and prioritize sites that are in the areas most prone to fraud. Put those sites as close to the front of the line for upgrades as possible.
While not fool-proof, tamper-evident tape can help deter criminals, but experienced fraudsters know how to cover their tracks.
There are also fraud monitoring systemsthrough Visa or other payment processers that send risky transactions inside the store to pay.
The most drastic option you can take is turning off your payment terminals at the fuel dispenser altogether, forcing customers to pay inside on EMV protected PIN pads. The problem here is that the loss in business from inconvenienced customers may cost more than the potential fraud.
Read about the potential losses that unprotected businesses should expect with the liability shift here.
The Bottom Line
Fraud liability has shifted, but the plan of action remains the same. If you haven’t started your upgrade process yet, contact us as soon as possible. We have financing options and EMV discounts available.
Does EMV currently have you behind the eight ball?
We are here to help with equipment and financing options!!
Feel free to call us at 1.800.451.4021 or email us using the link below: EMAIL US
The John W. Kennedy Company appreciates your business and continued support!
We could easily spend a month of Sundays and then some going over the features of the Passport Point-of-Sale system. Without a doubt one of, if not the most robust POS system on the market for cstore fuel retailers. And the support provided by Gilbarco Veeder-Root and their network of authorized dealers and service providers, including yours truly, theJohn W Kennedy Company matches the system’s capabilities. Not only do we at the Kennedy Company offer factory certified service for Passport, but we train others to become certified technicians as well as customized training for system end users.
But it doesn’t end there. Matter of fact, that’s just the beginning. There is so much support, it is tough to keep up with listing it all. Some of the best online resources available are the Passport Tips and Tricks videos for managers, cashiers and even Express Lane Self-Checkout! Cool, eh?!?
Click on the links below. Not only will you have access to these videos but very handy reference cards that can be downloaded and printed!! These are just a few of the videos. There are many more videos to explore once you click on the links!
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Outdoor EMV liability has officially shifted for the convenience store industry.
As of midnight on April 17th, 2021, convenience store operators are responsible for fraud that happens on their forecourts.
What Does This Mean for Retailers?
Prior to the liability shift, most pay-at-the-pump dispensers used magstripe technology to verify credit card payments. The problem is, data from magstripe cards can be easily stolen and duplicated using devices called “skimmers,” creating an enormous black market for identify theft.
EMV “chip” technology encrypts customers’ financial data, making it much more difficult for criminals to steal credit card information. EMV stands for Europay, Mastercard, and Visa, the founders of the encrypted chip technology.
Until now, those banks have assumed liability for fraud occurring at fuel dispensers.
Now that the liability shift has occurred, the retailers now own the fallout from fraud. In other words, c-store retailers are now on the hook for fees and legal issues related to fraud that occurs at their stores.
On the other hand, retailers with outdoor EMV technology don’t have to worry about liability.
EMV regulations have been in place in Canada and much of the world for the last decade with great success. U.S. retailers have been slower to make the move, causing deadline delays. But as we know now, the deadline is sticking and the “chargebacks” are now your problem.
What is a Chargeback?
You can learn all about chargebacks here, but we’ll do the cliff notes now.
There are two types:
Lost and Stolen – Like you might expect, a card can be either lost or stolen. The fraud occurs when it’s used by someone to run up charges before the victim notices.
Counterfeit Fraud – This is where the liability shift is happening between the card networks and retailers. In this scenario, a criminal uses low-cost equipment to create brand new magstripe cards with stolen, but valid data.
The data is typically purchased on the dark web from other criminals who skimmed it from other unprotected gas pumps. In some cases, organized crime syndicates both skim the card data and create the fake (but very usable) cards.
Now that fraud liability has shifted, it has created two buckets of convenience stores: EMV have’s and EMV have not’s.
Many retailers have already taken the steps to install EMV on their forecourts well ahead of the deadline.
Maplefields, a c-store retailer in Northern New England, has been 100% EMV compliant since January 2021.
“If you’re not EMV-compliant by the deadline, then it all falls back on you. Breaches, chargebacks, those are 100% yours,” says Maplefields’ IT Director, Skip Potter. “You own those. And I’ll tell you, one breach? That could destroy your company.”
Watch more here:
The rush to install has created a backlog, causing late-to-the-game retailers to wait in line for their upgrade appointment. Then, there are retailers who haven’t made plans to upgrade at all. Most believe they won’t become a victims of fraud, but experts believe differently.
In an example offered by Mercator, an operator with 12 locations spread evenly among areas deemed be low-, medium-, and high-risk, would face fraud liability totaling $17,315 per store over 12 months, or $207,783 overall. “This could change dramatically depending on the risk position of each station, and it should be noted that Mercator’s calculation takes a decidedly conservative approach,” said Tim Sloane, vice president of payments innovation at Marlborough, Mass.-based Mercator, in a statement. Bottom Line
Despite the delays and COVID-19, one fact remains: the demand for payment technology is ever-increasing and ever-changing.
No one wants to shop on a website that is vulnerable to hacking, so why expect your fuel customers to shop at a vulnerable dispenser?
If you are a retailer who hasn’t started your EMV plans, you need to begin as soon as possible.
Contact our expert payment team today to begin the outdoor EMV process.
Feel free to call us at 1.800.451.4021 or email us using the link below to GET A FREE QUOTE
The John W. Kennedy Company appreciates your business and continued support!
Gas station owners have had a big deadline looming over their heads for many years. By April 2021, the liability for fraudulent transactions perpetrated at fuel pumps and convenience stores will fall on merchants who don’t use EMV-compliant systems for card transactions.
The date was recently shifted from October 2020, providing merchants more time to become EMV-compliant. Gas station owners must protect themselves. Why do EMV compliance deadlines keep changing? Let’s find out.
Why Do EMV Compliance Deadlines Keep Changing?
The first EMV deadline for gas stations and convenience stores was 2015. More precisely, card issues put a liability shift deadline in place for October 1, 2015. However, many merchants experienced difficulty in shifting to EMV-compliant systems due to financial constraints and many technical factors.
The new deadline was shifted to October 1, 2017. However, as the deadline date approached, many gas station and c-store owners continued to face difficulties meeting it for various reasons. Therefore, they extended the deadline for three additional years.
The revised deadline was October 1, 2020, which was supposed to be the final deadline. However, the outbreak of COVID-19 presented numerous financial and logistical issues, making it extremely challenging for gas station owners to meet the deadline. After several weeks of consideration, VIAS reset the deadline to April 17, 2021.
To avoid any confusion, the timeline of the EMV deadline is as follows:
October 1, 2015: First deadline
October 1, 2017: Delayed deadline
October 1, 2020: Delayed deadline
April 17, 2021: Current Deadline
EMV Security Features
The EMV technology makes it virtually impossible for scammers to carry out fraudulent transactions. The EMV chip encrypts the card information sent to the issuer and automates card verification. Unlike magnetic-stripe cards, EMV cards don’t contain static data that can be stolen through card skimming devices.
As EMV chips uniquely encrypt the data at every transaction, the chances of fraudulent transactions drop significantly, protecting customers and financial institutions that suffered billions in losses due to card fraud.
Non-compliance can be costly
Gas station and c-store owners have the final opportunity to upgrade to an EMV-enabled system to avoid exposing themselves to financial liability. Merchants that continue using old systems will be responsible for fraudulent transactions that take place in their facility, which could seriously hurt their profitability.
Please do not hesitate to contact us with any of your EMV questions, concerns or to place an order. Calling 1.800.451.4021 or visit us online at www.johnwkennedyco.com for all your petroleum equipment needs. The John W. Kennedy Company appreciates your business and continued support!
Gas stations, as we know them, have come a long way and evolved into modern hubs with c-stores where you can add fuel to your vehicle and buy groceries, snacks, and soda. But if you go back to the early 1900s, things weren’t quite the same. As automobiles become more mainstream in the United States, more gas stations popped up.
With less than 6 months before the deadline, it is extremely important that you begin to plan for the EMV transition. Join us for a step-by-step guide on how to help your business avoid absorbing fraudulent fees for non compliance.
1. How to protect your site, starting today? 2. What equipment do you need to upgrade? 3. What kind of incentives are available?
Creating a Competitive Advantage with EMV Upgrades APRIL 07, 2021 | 11:00/10:00 AM EST/CST
OR APRIL 07, 2021 | 3:00/2:00 PM EST/CST
Learn how to reduce risk, protect your business, and make the best EMV upgrade decisions.
Please do not hesitate to contact us with any of your EMV questions, concerns or to place an order by calling 1.800.451.4021 or visit us online at johnwkennedyco.com for all your petroleum equipment needs.
TheJohn W. Kennedy Company appreciates your business and continued support!
Do you know what separates a successful gas station from an unsuccessful one? A lot of things, to be honest. But the biggest factor that comes into play is adaptability. In light of uncertain times, changes to the gas station industry are already in motion, mainly driven by consumer expectations and technology. It’s crucial for businesses to adapt and evolve to find success.