Customer Perspectives
A petroleum distribution business developed innovative ideas for increasing customer loyalty, but it needed to upgrade its technology infrastructure to bring those concepts to life.
The company, which operates several hundred full-service gas stations, wanted to provide direct internet access to consumers as they waited at gas pumps. The marketing group saw an opportunity to gain insights into those consumers’ behaviors—and an opportunity to leverage that knowledge to increase revenue through targeted ads and social media campaigns.
Another opportunity lay hidden in the service stations’ snack and drink sales. This company typically operates in extremely hot climates where daytime temperatures reach above 100 degrees Fahrenheit for about half the year. Gas station customers may avoid any activity that requires them to exit their air-conditioned vehicles, so the company developed an app through which customers can purchase items from the convenience stores without leaving their vehicles.
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