Turn a station visit into measurable loyalty
In fuel, customers are price-sensitive and switching station is easy. With plate- or card-based earning and segment-based offers, we focus on protecting visit frequency.
Energy & Fuel
Across a station network the customer is anonymous: who comes regularly and who has moved to a competitor is unknown. Side revenues such as the shop and the car wash cannot be cross-sold to the fuel customer, and the campaign budget hands the same discount to everyone.
How we solve it with the INNTHEBOX Platform
We began recognising the customer at the station
With Total our starting point was anonymous pump sales. With Loyalty, spending at the pump, in the shop and at the car wash came together in one earning programme; which station a customer visits, how often and what they spend on became visible for the first time.
We won back lapsing customers with targeted offers
In fuel, customers are lost quietly — no invoice, no membership, no goodbye. With Campaign, customers whose visit frequency drops are caught automatically; instead of the same discount for everyone, a measured offer goes to the customer most likely to return. For the first time the campaign budget is spent on a target.
We measured the programme’s impact station by station
The final step was accountability: with Query the programme’s revenue impact is asked by station and region. How much bigger a loyalty member’s basket is than a non-member’s, which station runs the programme well — management sees it without waiting for a report.
The challenges we meet most often
Working with brands in this sector, the same problems keep coming up. We address them first when we design the solution.
Anonymous customers
Across the station network nobody knows who comes regularly and who is drifting to a competitor; the customer is nothing more than a receipt.
Ancillary revenue
When the shop, café and car wash can't be cross-sold to fuel customers, the station's potential is only half used.
Price sensitivity
In fuel, price differences are small and switching station is easy. What keeps customers is experience and rewards more than price.
Campaign budget
Campaigns that hand out the same discount to everyone eat up the budget, and it's impossible to measure what worked at which station.