• Shell Waves Carrot, Stick to Make EMV Happen

  • Shell Waves Carrot, Stick to Make EMV Happen

    Shell told OPIS that more than a third of its branded stations -- over 5,000
    sites -- currently accept chip payment cards at the gas islands, and it has put
    in place incentives and penalties to make that a network-wide standard.

    The major said it has warned branded wholesalers that outdoor EMV will be a
    brand standard effective March 25, 2021, and noncompliant stations may face

    In addition, stations that fail to comply with the Europay Mastercard Visa
    technology for chip cards at the pump by mid-April 2021 -- the deadline set by
    major payment card networks -- will be liable for counterfeit card fraud, as
    well as fraud due to lost or stolen cards.

    However, Shell also is offering discounts of $3,000 on new Gilbarco and Wayne
    dispensers and free upgrades to contactless NFC readers and in-dispenser media
    components on orders placed by Oct. 1, 2020.

    As previously reported, the company continues to provide wholesalers with
    various EMV resources in addition to equipment incentives, such as free
    point-of-purchase signage, online EMV deployment management tools, virtual EMV
    workshops and a dedicated EMV support team.

    "We are proud of our wholesalers' progress to date and their continued
    investment in their Shell-branded stations," Shell said in a statement. "We
    remain committed to supporting wholesalers as they continue to work towards
    transitioning the remainder of their Shell sites to the EMV payment standard."

    --Reporting by Donna Harris, dharris@opisnet.com; Editing by Michael Kelly,

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