Shell and Chevron to introduce electronic pay-at-pump

The US majors are embracing modern technology for the sake of their customers

For most Shell and Chevron customers, physically exiting your car and walking to the gas station to pay has long been an inconvenience. Regular chip-and-pin slots on the pumps provided little respite either. Fortunately, both global majors are pioneering new ways to overcome these irritations.

According to data gathered by the oil major, around 80% of car drivers find the process of purchasing oil and collecting their tax invoice "a little awkward".

In Beijing, Shell is introducing an "easy pay" service that allows drivers to pay without even exiting their car. Using sophisticated technology, drivers can happily pay and drive away with the utmost convenience; 72% of motorists surveyed claimed it improved their gas station experience.

Meanwhile, rival oilco Chevron is teaming up with tech giant Apple to provide payment services to drivers. Chevron will use Apple Pay's "tap-to-pay" functionalities to speed up transaction times and could be rolling out the technology in the early part of 2015.

While it is hard to say whether the new technology will revolutionise driving, the willingness of global oil companies to adopt new technology reflects its importance on the consumer experience. Companies delivering convenience to fickle consumers may fare better than those dealing in cash and coin.