Accenture

Fuel RetailIntelligence Services

Fuels Retail Intelligence Services (FRIS) offers retailers improved customer intelligence, the ability engage the customer through targeted and relevant offers and rewards, and deeper understanding to optimize retail operations.

Accenture

Overview

Background - a number of challenges; the changing consumer, increasing competition, margin pressure, and rapid technological change - are driving the need to rapidly re-invent the forecourt experience. Retailers are riding the digital wave, using cloud computing and the internet of things to give customers seamless, individualised experiences as well as to run retail outlets at unprecedented levels of efficiency.

The imperative for Fuels Retail - Every customer is different. Every location and its market is different. No one size fits all. When a customer drives into the forecourt or walk into the convenience store, they expect the kind of relevant and personal service that is becoming commonplace in today’s retail competitive landscape.

Digital Customer Analytics - Accenture’s Fuel Retail insight solution (FRIS) analyses a wide range of data to gain insight into customer behaviour and develop actionable strategies that encourage loyalty and drive top line growth.

Digital Operations Analytics - FRIS also improves the bottom line by encouraging cost efficient behaviours at retail sites, giving staff the information they need to proactively keep on top of the sites equipment & operating costs.

FRIS Drives a Number of Benefits:

Overview
  • Increased Marketing RoI Increased Marketing RoI
  • Revenue Growth Revenue
    Growth
  • Cost Savings Cost Savings
  • Campaign to Market Time Reduction Campaign to Market
    Time Reduction
  • Contemporary Brand Positioning Contemporary
    Brand
    Positioning

What are the Global Industry Challenges?

The Fuel Retail Value Tree

Increase Net Operating Profits Increase Gross Profit Decrease Operating Expenses Increase revenues Reduce staff effort Reduce energy costs Increase operational efficiency Workforce productivity improvement Customer satisfaction Critical asset management Carbon & energy usage reduction Improved equipment reliability & uptime

How is the Fuel Retail
Industry Responding?

Digital Customer

Understanding
the customer

Engaging
the customer

Digital Operations

Maximising
availability

Optimising costs

Digital Technologies


Connected Icon

Analytics for the Fuels Retails Convenience Industry

Deeper Customer Insights Customer Satisfaction Customer Satisfaction is Key Actionable Market Strategies Asset Maintenance Equipment Uptime Lower O perating Costs Digital Customer Digital Operations

Benefits of Analytics in the Fuels Retail Industry

What is Accenture Offering?

Connected Customer

Operational Experience

Generate Growth

Campaign Engine

Engaging the customer with offers

Mobility

To enable channels for connectivity with customers and the workforce

Analytics

Intelligence about the customer & operations, driving actionable strategies

Increase Efficiency

Different customers have different needs...

0%Customers
0%Total Sales

Commercial Drivers

Regular Fuel Fillers

Convenience

High value
0%Customers
0%Total Sales

Variety Customers

Low Point Redeemers

Medium Value
0%Customers
0%Total Sales

Fuel Only Low Spenders

Non Fuel Purchases

Low Value

Not all sites are the same...

Motorway Coffee Hub Alcohol Promo Fuel Loyalty Refresh & Reset Fuel on the Go Loyalty Commuting Fuel & Car Wash Convenience Hub

Instructions

To use the Site Segmentation wheel, click on the segments to reveal information regarding the sites.

Motorway

  • Sites closely related to Convenience Hub.
  • High sales & spend.
  • High impulse and tobacco.

Coffee Hub

  • On the Road/Mixed sites with high traffic.
  • Average spend.
  • High hot drink sales and slightly seasonal.

Alcohol & Promo

  • Mainly City sites.
  • High share of Non-Fuel visits.
  • Significant promo spend.
  • Lager beer and Spirits are key sales drivers.

Car Care & Fuel Loyalty

  • City Sites with Premium fillers.
  • Strongest interest for Jet Wash and Seasonal products.

Refresh & Rest

  • Mainly On the Road/Border sites, average spend.
  • Hot drinks and Non Fuel main purpose of visit.
  • High quality facilities.

Fuel on the Go

  • Fuel focus with low spend 'day to day' convenience sales.
  • Mainly top-ups, to a lesser extent Alcohol and Tobacco.

Loyalty Commuting

  • Mainly City Sites with High loyalty and Car Wash interest.
  • Mainly fuel visits, with presence of bigger fillers and high top-ups consumption.

Fuel & Car Wash

  • Mainly Fuel sites with low traffic.
  • High Car wash interest, presence of big fillers.

Convenience Hub

  • Border Sites with high traffic.
  • Considerable spend on Tobacco and hot drinks.
  • High quality facilities.

Summary of the Potential Offerings

Campaign Management

Up-Sell Campaigns

Double Points Campaign

Gold Reward

Personal Offer

Lucky Dip

Cross-Sell Campaigns

Coffee to Go

Discount Deals

Food for Fuel

Relevant Sites

Double Points Campaign

Potential
Customers 124(per 1000)
Potential
Fuel Sales $4.8
Potential
Profit $0.2

Relevant Sites

Gold Reward

Potential
Customers 32(per 1000)
Potential
Fuel Sales $4.9
Potential
Profit $0.1

Relevant Sites

Personal Offer

Potential
Customers 42(per 1000)
Potential
Fuel Sales $4.7
Potential
Profit $0.2

Relevant Sites

Lucky Dip

Potential
Customers 176(per 1000)
Potential
Fuel Sales $7.7
Potential
Profit $0.3

Relevant Sites

Coffee to Go

Potential
Customers 786(per 1000)
Potential
Fuel Sales $4.6
Potential
Profit $3.7

Relevant Sites

Discount Deals

Potential
Customers 786(per 1000)
Potential
Fuel Sales $3.2
Potential
Profit $2.0

Relevant Sites

Food for Fuel

Potential
Customers 643(per 1000)
Potential
Fuel Sales $5.0
Potential
Profit $3.3

Digital Customer

Know & Delight Your
Customers, relevant &
flexible offers

Generate Growth & Increase Profitability

Customer & Loyalty

Generate Growth & Increase Profitability

Convenience Retail

Generate Growth & Increase Profitability

Data Monetization

Generate Growth & Increase Profitability

Merchandising

Generate Growth & Increase Profitability

Campaign Management

Generate Growth & Increase Profitability

mCommerce

Generate Growth & Increase Profitability

Connected Car Retail

Generate Growth & Increase Profitability

Retail Video Analytics

Digital Operations

Drive down costs &
increase margin

Generate Growth & Increase Profitability

Supplier Operations

Generate Growth & Increase Profitability

Estate & Asset

Generate Growth & Increase Profitability

Supply Chain

Generate Growth & Increase Profitability

Dealer Performance

Generate Growth & Increase Profitability

Fleet Management

Generate Growth & Increase Profitability

Mobile Operations

  • Available
  • Prototyping
  • In Roadmap

Target Clients

  • International Oil Companies
  • National Oil Companies
  • Independents (Dealers & Wholesalers)

Customer Channels Supported

  • B2C
  • B2B
  • B2B2C

Business Models Supported

  • International Oil Companies
  • National Oil Companies
  • Independents (Dealers & Wholesalers)

FRIS Delivery Approach

Insights Expert Business Users & Partners Analytics Team Analytical Insights Actionable Business Insights Analytical Requirements Business Feedback

Engagement Proposition

2-4 Weeks Proof of Concept

Evaluate Your Data

4-12 Weeks Proof of Concept

Profile
Customers & Sites

12-24 Weeks Proof of Concept

Develop
Actionable Strategies

24+ Weeks Proof of Concept

Implement
the Strategies

Evaluate your Data

  • 1Understand Data Available
  • 2Assess data quality/relevance
  • 3Determine appropriate level

Profile Customers and Sites

  • 1Identify 360-degree customer view
  • 2Define Customer Analytic Record (CAR)
  • 3Find key behaviours/value drivers

Develop Actionable Strategies

  • 1Segment customers based on behaviours
  • 2Refine offerings based on customer needs/wants
  • 3Ensure offerings are relevant & profitable
  • 4Prepare sites to serve customers effectively

Implement the Strategies

  • 1Collaborate with suppliers to unlock further value from data
  • 2Share benefits by improved e2e service

Client Examples

Problem

A lack of understanding around customer base combined with overspending on ineffective marketing.

Problem

Approach

Developing cloud based analytics to transform customer experience and improve the product and service offering.

Problem

Results

An immediate increase in customer understanding and buying propensity by segment. The ablity to review marketing campaign performance.

Problem

FRIS Contacts

Peter Hardie

Peter Hardie

FRIS Functional Lead

peter.hardie@accenture.com

Sarah Harris

Sarah Harris

FRIS Technical Lead

sarah.harris@accenture.com

Kevin Donaldson

Kevin Donaldson

EALA Analytics Lead

kevin.donaldson@accenture.com