Re-fueling purchasing power

A roadmap to personalization

A national convenience store and gas station chain wanted to develop new, data-driven ways of attracting more customers, more often, from the fuel pump and into stores. By harnessing past purchasing behavior to deliver the right communications, offers and experiences to the right customers, at the right time, the retailer knew it could unlock huge revenue potential. It asked Accenture to drive a sweeping new, digital customer experience strategy powered by Adobe, that would connect its siloed customer and in-store data in one platform. Together, they embarked on an ambitious three-year project to embed personalization into the business and enable unique, targeted experiences that keep customers coming back.

Customized campaigns that work

The transformation brought customer personalization to the company’s stores and led to a 4x increase in the click through rate of marketing campaigns within the first month. The value case for the entire personalization strategy is estimated at more than $100m in incremental EBITDA uplift.

The new approach scores customer promotions according to their relevance to a specific customer segment, then displays the highest scoring promotion. Historically, fuel pump screens displayed random offers to millions of customers. Now, those offers can be personalized according to data such as the time of day, the weather, and customer information. This is just the beginning for the retailer’s extraordinary ambitions.