A petrol chain wanted to improve the overall profitability in its 400 forecourt stores. Fuel by nature has a small profit margin, so the client engaged dunnhumby to understand how it can improve the customer experience to stimulate more sales inside the stores.
After a review of the customer base and behaviors, dunnhumby was able to come to some useful conclusions to help lift sales in the stores. Insights showed:
Following dunnhumby’s recommendation to optimize the product range based on shopper mission, the fuel chain implemented “test and learn” assortment and merchandising trials in various store clusters.
Through a new understanding of the customer base, and by catering to their shopping habits, the chain was able to boost non-fuel sales by 5.2% year-over-year.