Staying relevant through incremental innovation
With changes in fuel types, technological advancements, and customer expectations, the fuel station industry is undergoing significant transformation. What innovations can we expect by 2025, and how can fuel stations adapt intelligently?
Convenience as a core activity
“Fifteen years ago, I already noticed that the market was changing rapidly, but it seems to be accelerating every year now. We see a shift towards consolidation in a market where scale is important. On one hand, individual dealers are opting to lease or have their fuel stations taken over by a larger brand. On the other hand, we also see individual fuel station owners who continue to innovate and run future-oriented businesses by tailoring their offerings to “local” customer needs.
The purpose of fuel stations has changed significantly over the years. It is no longer just a place to refuel and grab a bite for the road. The convenience offerings have expanded greatly and received an extra boost due to the electrification of cars. The service area has grown, and customer experience is crucial in this. Convenience should be considered a core activity to align offerings with current needs. Innovation is essential to stay relevant, but this is not generic. Each fuel station has different variables, and the only constant factor is the customer.”
Increasing complexity
Aart notes that these changes bring increasing complexity. “A well-maintained fuel station is no longer enough. Beyond future-oriented fuel types, it’s about offering a diverse range of services at a mobility hub—charging stations, a shop with fresh food, and a car wash, for example. The growing shortage of skilled staff adds to this challenge. Organizations now need professionals to support EV sustainability while also managing expanded on-site offerings, which demand more staff.”
The power of incremental innovation
With 30 years of experience, BigBrother knows what matters for fuel stations. The architectural design of its solutions is modular, meeting the highest data security and privacy requirements. “Agility is essential in a rapidly changing market,” continues Aart. “Incremental innovation allows us to see how we can do things differently tomorrow. By taking a small step, we can further develop from a different perspective. At BigBrother, we don’t work towards a ‘big bang’ that is no longer relevant anymore in the market in two years. We are constantly innovating based on current events and the latest technology. Our value lies in a passionate team with extensive knowledge and expertise. We grow together with the customer and are challenged daily to determine the next step.”
“You can look ahead with continually new insights”
Lifetime customers
Modularity also means that you can expand at your own pace. This structure offers fuel station owners the opportunity to add functionality cost-effectively when space or necessity arises. “Some customers started with Watch-it only integrated with the Forecourtcontroller. Over the years, they have expanded the system into a platform with additional modules for internal control, automation of damage handling for fuel theft, and gaining insights into revenue loss and customer behavior. All this information can then be used to determine strategies for the next step.”
Expand and redetermine your business
To what extent is incremental innovation a necessity, and can it truly change your business? Aart provides two examples. “Last November, we introduced the new service TankAlert in collaboration with SODA. It is a national database that registers fuel thieves. By using Watch-it, registered license plates can be detected early at the pump, preventing a new unpaid fuel incident. Additionally, previously incurred damage can be recovered from the fuel thief. For a post-payment market, this is a valuable addition to reduce revenue loss, but for a pre-payment market, such a solution could also prompt a reevaluation of the possibilities of post-payment business! If the risk of fuel theft is reduced, is this then the time to generate more revenue in your shop from customers who are daily on the forecourt? The door that was always closed then opens.
Another example is the EV market. This follows a logical cycle. The first phase is the expansion of EV spots, followed by the guarantee and control over the performance of those locations. In a later phase the optimization of the customer experience and customer spend at those locations becomes increasingly important. Here too, incremental innovation is valuable. The need in the EV market today will not be the same as the demand in five years. The choice you make today to innovate incrementally gives you the space to remain flexible, allowing you as a retailer to adapt within that cycle.”
“Incremental innovation supports the ability to add solutions in the future that you do not yet choose today. This way, you remain relevant to your customers not only today but also in the future.”
BigBrother’s innovation agenda
“Our focus is on adding value to the platform for all users on-site, on the road, and in the central organization. With on-site automation, we can let the human factor shine even more. We give users on the road more control by pushing information only when it is urgent. Moreover, specific information can be easily requested by the user, allowing for quick action. For the central organization, we make steps in optimizing an overarching view of the entire network. Not the classic approach of requesting information for one location but specific insights across the whole network. Our innovation agenda, like incremental innovation, is step-by-step, so that we can continue to offer the right added value to our customers at the right time.”