Building Common Sense into Software - Technology Evangelist

Here's a case of technology falling short of it's intended goal. I stopped at a local gas station, SuperAmerica, to top off the tank. I'm not particularly attached to any one gas station brand, but SA gives me a free hot dog or every 10,000 gallons of gas I buy (or something) so I carry around their loyalty card.

However, on a recent trip, I encountered this new step at the gas pump:

I didn't feel like entering my zip code, so I quickly tapped in five zeros to keep things moving. Mind you, it's below freezing out in the morning, so I'm in no mood to play along with their demographic questions.

But here was the response:

Visit the cashier? Are you crazy? They must have detected that the zip I entered wasn't valid, so now they want me to go inside the store to talk to a cashier about it. Why? So the casher can ask me for my zip code again?

I decided to forget it and left, which obviously cost SuperAmerica more than they would have gained from my participate in their mandatory cold-weather demographic survey.

Technology failed here because there is no way an executive with SuperAmerica, armed with a clipboard and pen, would mandate demographic data collection from customers. Yet that's what their gas pumps are programmed to do.

I imagine the person programming this reached a point where they asked someone in marketing, "What should we do if someone enters an invalid zip?" And that person in marketing -who's primary motivation was collecting a thorough data sample - thought the correct answer was, "Tell them to see the cashier." Sorry, that's not the right answer.

Update: Theory #2: As a friend pointed out by IM, this could be a new credit card security measure where zip codes are required for verification. If that's the case, it's obviously not clear to me from the screens displayed. And also makes little sense after inputting my loyalty card before my credit card. Is someone going to use their loyalty card followed by a stolen credit card?

This happened to me recently as well. I entered a real, but fake zip code because I thought it was intrusive for the machine to ask. I got the "Please see cashier" message and had to wait in line to get my gas.

I'm pretty sure that it is a credit card verification measure, but it's not obvious at all.

Exact same here, saw it once, put in 55555, said screw this when it didn't work. Saw it again next time, put in valid, filled up. Should say it's for verification. How about the televisions at the Holiday stores and their "Gas casts" or whatever they're calling them?

It's totally your credit card, and if they didn't do it when you put in your loyalty card, you bet credit card thieves would use the loyalty card first.

They ask for your ZIP code in case your card has been stolen. Standard practice for a thief is to go get gas because (1) the terminal is outside, no humans to deal with and (2) get away is easy. Also, very few people who lose their cards (still the biggest issue for card companies) also lose their licenses with their ZIP code on it. It's simple two factor authentication, something I have (the card) and something I know (my ZIP code).

Where have you guys been?? This is so standard as a security verification here in Texas that I don't know anywhere that is not using it. QT, 7eleven, all of em.

btw, the zip code has to match your billing addy not your residence addy. This correct zip is requested along with the verification from the cc company. If it does not match the transaction is cancelled. Game, Set, Match

This feature has been used in AZ and CA for the last 4 or 5 years. I remember having to do this a long time ago! Of course, we know how many car thefts happen on that side of the country so I suppose it makes sense that they are early adopters of this!

It's for credit card verification and, having had a card stolen, it is really true that thiefs head to the gas station first.

And, ummm, if you are worried about companies collecting data I might suggest that you never use a credit card. Every swipe of that card increases and refines the data stored on you in that giant credit card data bank.

Ed, This totally happened to me at SA and I decided to drive off to another station that will take my money. I understand that it's for verification purposes, but honestly, in my life I don't pay the bills. My husband does. I don't apply for credit cards... I don't know which zip the cards are under. And some are different from others. (Mostly because our city is kind of small and most of the zips in the city will still get my mail to me)
Thank goodness for Costco.

You need to have more Techonolgy Articles on this site, and make it possible for people to get into them instead of it analyzing it.

I think that this is the problem of gas station if something is wrong with its equipment. And they just do not pay attention.

I don't see the harm in putting in your zipcode. Not like anyone else is going to see it. The gas clerks certainly don't. Whether it be simply for demographic purposes, or a strategy to ensure my credit card is being used by the right people, I really don't care. It's one of those things you're going to have to learn to deal with. I don't see it going away.

If you think this is bad, you apparently haven't experienced the Pay-By-Touch fingerprint scanner yet.

Comments

1. Posted by: Jason DeRusha on February 6, 2008 2:00 PM:

I've seen some gas stations with a little sticker above the pump, explaining that they're asking for zip codes as a credit card theft prevention method.

This SA should have stickers explaining.

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