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pay the fees or consider an alternative liability shift to-date, it is an inevitability that this will happen.
future separate from the brand.
And while it is true that there remain delays in the supply chain for gas stations
Partnering with a knowledgeable that are trying to replace their existing terminals so they can become EMV
payment provider compliant, that isn't a reason to not take immediate action. Payments specialists
within the petroleum industry can provide options to gas stations that are
Gas stations that are de-branding may looking for temporary or less costly solutions than full replacement of all their
be thinking about how they accept at-pump payment terminals.
payments for the first time, as brands
often manage the partnerships with Next steps
payment providers directly. This,
coupled with the ongoing dilemma While de-branding is sure to be a stressful time for some gas stations, it is
of navigating the at-pump EMV important to know that there are experts to help them navigate through these
requirements, means that partnering uncharted waters. But engaging with the right payment partner is a critical
with the right payments provider element of running a profitable unbranded gas station.
is going to be key to running a
successful business once the de- For gas stations that are in the process of de-branding, or strongly considering
branding has been completed. de-branding in the near future, there are plenty of options on how to move
forward and success stories to emulate. Reaching out to industry leaders in the
Payments companies that specialize sector is the start of that journey.
in the petroleum industry can
provide support and advice to gas Lori Griboski, Vice President of Sales for Paysafe's Petroleum Card Services, Paysafe, began her
station owners to navigate through career with PCS in 2004 and was quickly promoted to an implementations specialist, allowing
a complex landscape. And there are her to gain a vast understanding of both the petroleum and merchant services industries. She
other questions gas stations will need has spent her career creating an exceptional customer experience for PCS merchants, agents and
to answer once they have de-branded, partners. In 2005, PCS was acquired by iPayment, which was in turn acquired by Paysafe in 2018.
most notably (but not limited to) To contact her, please email kandice.satterfield@paysafe.com.
where they will now buy their gas
in the future. But again, payments
providers with deep experience in
the sector can also offer support
through their extensive partnerships
throughout the industry.

There are payment companies that
are experts in merchant services for
gas stations that can take a significant
amount of stress from the shoulders
of owners. They have ongoing
partnerships with other services such
as technicians that should reduce
much of the worry associated with
de-branding.

De-branding and EMV compliance
Although the reason gas stations may
be considering de-branding is to avoid
the heavy fees brands are charging
for not being EMV compliant, this
shouldn't be viewed as an alternative
solution to the issue of at-pump fraud
liability.

As I've already mentioned, fraudsters
are increasingly targeting gas stations
without EMV-enabled payment
terminals at their pumps. So even
where gas stations haven't seen a
recent spike in fraud costs after the

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