Pay at pump only
Dec. 9th, 2009 10:38 amWhen someone invented petrol pumps that accepted credit cards, they must have been really pleased. "We can save everyone time!" they might have said. But judging by the "safe, secure, fast" stickers all over them, they must also have worried that people might not be eager to take them up.
Thus, in an effort to make paying at the pump seem easy and attractive to people stuck in their ways, there are two sorts of pumps: those that cheerily proclaim "Pay at pump" and those that cheerily proclaim "Pay at pump only".
However, there seemed to be one aspect of this stragegy which was woefully ill-thought out: what on earth if it _succeeds_. If your customers see paying by card as normal, and going into a quaint little hut full of chocolate bars and newspapers as touchingly retro, then "pay at pump" no longer carries the connotation of helpfully, this pump also offers the shiny futuristic pay-at-pump option, naturally contrasted with "can't pay at pump". It starts to look more like it ought to contrast with "pay at kiosk". But it can't, because if "pay at pump" means "pay at pump only", then what would "pay at pump" mean?
Thus, in an effort to make paying at the pump seem easy and attractive to people stuck in their ways, there are two sorts of pumps: those that cheerily proclaim "Pay at pump" and those that cheerily proclaim "Pay at pump only".
However, there seemed to be one aspect of this stragegy which was woefully ill-thought out: what on earth if it _succeeds_. If your customers see paying by card as normal, and going into a quaint little hut full of chocolate bars and newspapers as touchingly retro, then "pay at pump" no longer carries the connotation of helpfully, this pump also offers the shiny futuristic pay-at-pump option, naturally contrasted with "can't pay at pump". It starts to look more like it ought to contrast with "pay at kiosk". But it can't, because if "pay at pump" means "pay at pump only", then what would "pay at pump" mean?