“Using numbers on the pumps has proved too unreliable, with men, in particular, forgetting the pump number by the time they reach the payment counter,” a Sainsbury’s spokesman revealed.
“Replacing the numbers with photos of racy girls baring their breasts has worked wonders in trials.
“Men were easily able to recall the pump when prompted by the cashier. Instead of scanning the forecourt to locate pump five, they could confidently declare they filled up at Tanya, 19, from Essex.”
A pilot scheme in four Midlands Sainsbury’s proved a huge success, said Sainsbury’s marketing consultant Wayne Groom, prompting plans to introduce the project nationwide.
“The secret is to make sure the naked girls are very different,” said Wayne.
“If the driver can’t remember the girl’s name, simply by telling the cashier at the payment counter that he filled up ‘at the blonde with the big tits’ staff can readily identify the pump.
“Choosing sexy naked women of various nationalities and body shapes has enabled our forecourt staff to track down the pump even when given just the vaguest of details.
“A comment like ‘fat black lass’ can instantly be interpreted as pump number seven.”
The move has been welcomed by the petroleum industry.
A spokesman for BP said: “The longer drivers spend staring at women’s breasts, the less time they are watching our over-priced petrol draining their bank balance.”