The Self-Service Evolution: meeting the moment in convenience retail
Published on: Oct 31, 2025
Advertorial
Convenience stores have always promised the value of speed, but today, that alone is no longer a strong enough value proposition for the consumer. Rising prices and shifting consumer priorities have changed the perception of value; raising the bar from “cheap and fast” to include higher expectations around personalization, consistency and quality of fresh foods, and digital ease. Increasingly, guests are gravitating toward retailers who can deliver that kind of experience on their terms.
“Value today isn’t just about low prices. Customers are evaluating value based on product quality, ease of transaction, speed, personalization, and convenience,” said Hope Neiman, CMO of Tillster, a leading digital engagement and ordering platform that Diebold Nixdorf has partnered with to deliver more personalized, connected self-service experiences that also deliver a better bottom line. That recognition reflects a shared understanding: value today is defined as much by convenience and digital ease as it is by price.
Self-service solutions stand at the forefront of this change, having evolved from transactional tools into strategic brand assets. They’re intelligent, intuitive, and deeply integrated into the customer journey - shaping how consumers perceive and engage with the brand.
Operators now face a familiar challenge with unfamiliar stakes: how to drive loyalty and throughput in spaces not originally designed for tailored, tech-enabled experiences. What was once a static countertop transaction is now an opportunity to connect, recognize, and reward - if the right tools are in place.
From Guest Expectations to Brand Opportunity
These shifts are especially relevant in fuel and C-store settings, where guests arrive with purpose, but increasingly expect experiences that feel personal and immediate. According to the Tillster 2025 Phygital Index, 61% of consumers now say they want more kiosks in food and convenience environments - up from just 36% two years prior.
Operators across the industry are responding. TravelCenters of America recently shared that they’ve enhanced dining and convenience offerings across more than 100 locations, focusing on quality, freshness, and speed—all enabled by self-service and digital ordering platforms.
But speed alone won’t create loyalty. Today’s guests evaluate experiences based on whether they feel understood. Whether it’s a favorite snack remembered, a loyalty reward surfaced, or a payment option pre-loaded, recognition is what keeps people coming back, as recognition is the new currency of loyalty.
Whether it’s a phone number, QR code, or app scan, the system should instantly recognize the customer and tailor the experience.
“Whether it’s a kiosk presenting AI-based upsell offers based on past orders and a variety of other parameters like trends and store location, or a loyalty program recognizing a customer when they walk in, data turns each interaction into a more personalized and rewarding moment,” said Hope Neiman, CMO of Tillster.
That seamless integration between identity and service is where kiosks shine, not only creating a new form of service but also real business impact.
According to Tillster’s report, 93% of loyalty program members check rewards before ordering, and nearly half (46%) say those rewards influence where they choose to eat. And when loyalty is surfaced at the exact moment of decision—whether at the pump, in front of a touchscreen, or inside the foodservice area—guests are more likely to explore the full menu, use add-ons, and spend more. In fact, 62% of loyalty users add items to their order when redeeming a reward, while 47% pay extra to customize or upgrade an item.
Technology That Moves at the Speed of Retail
While consumers focus on the front-end experience, operators must contend with the demands of the backend: uptime, data flow, menu updates, and maintenance. One system outage during a lunch rush can undo months of customer trust. That’s why modern operators aren’t just looking for new tools - they’re looking for resilient, scalable platforms that provide reliable services.
However, the front-end can only be as strong as the backend. Prioritizing cloud-based management, real-time analytics, and remote monitoring strengthens this balance to ensure uptime, enable proactive maintenance, and allow for rapid scaling across locations.
At Diebold Nixdorf, that backend reliability is core to every retail solution—especially in high-frequency environments like convenience retail. With modular systems, operators can deploy only what they need: from simple loyalty integrations to full phygital ecosystems that sync across kiosk, mobile, and POS.
Modularity provides adaptability; the key to achieving this agility. Retailers can deploy only what they need, when they need it—without overhauling their entire tech stack.
That skill also enables brands to build toward broader phygital strategies—creating environments where digital interfaces and physical touchpoints work as one. When a guest starts an order on mobile, continues it in-store, and completes checkout at a kiosk, that continuity becomes part of the brand promise. It also frees up staff to focus on higher-impact service moments rather than repetitive transactions.
The result is a better guest experience—and a stronger operational model.
Even in a tightening economy, this kind of integration is becoming the baseline. A Salesforce study found that 88% of consumers say the experience a brand delivers is as important as its products or services. At the same time, McKinsey reports that 75% of U.S. consumers have tried new brands based on improved digital experiences
As consumers become more selective, visiting fewer restaurants and retailers overall, the brands that win loyalty will be those that make every interaction feel tailored, easy, and rewarding. For C-store operators, self-service may be the most scalable path to getting there—especially when paired with the right partner.
In an industry where every second counts, that kind of confidence may be the most valuable currency of all.
Explore Diebold Nixdorf’s self-service solutions for fuel and convenience retailers.
By VP of Global Strategy & Marketing, Diebold Nixdorf
