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 innthebox
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 1page-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.
Anonim müşteri
İstasyon ağında kimin düzenli geldiği, kimin rakibe kaydığı bilinmiyor; müşteri yalnızca bir fişten ibaret.
Yan gelirler
Market, kafe ve yıkama akaryakıt müşterisine çapraz satılamadığında istasyonun potansiyeli yarım kalıyor.
Fiyat hassasiyeti
Akaryakıtta fiyat farkı küçük, istasyon değiştirmek kolay. Müşteriyi tutan şey fiyattan çok deneyim ve ödül.
Kampanya bütçesi
Herkese aynı indirimi dağıtan kampanyalar bütçeyi tüketiyor; hangi istasyonda ne işe yaradığı ölçülemiyor.