Victorious in a highly competitive category, this year’s winner of the Best Oil Company Initiative at this year’s Forecourt Trader Awards, was Gulf with its OOMPH + Foresite entry, with BP taking the honours for Highly Commended.
The Oil Company Initiative Award aims to acknowledge particular initiatives undertaken by oil companies in the previous 12 months to enhance their UK petrol retailing operations. This can relate to any aspect of the business, from the forecourt and shop to head office, or even measures undertaken to address particular challenges of the day.
Oomph + Foresite is complementary to all Gulf’s Oomph dealers, included in their package. It’s described as a unique telemetry system built for Gulf dealers to help them optimise their fuel, shop and car wash sales. With Foresite, Gulf was determined to radically upgrade the quality of the data, insight and tools available to its independent retailers. Stocking the right items, keeping the top sellers on the shelf, loyalty or price promotions, chats at the till, POS, staff or work rotas: all can make a difference. And the right data can suggest changes and track the efficacy of interventions. But most data systems are too complex, and that’s what Foresite sets out to change.
OIL COMPANY INITIATIVE - HIGHLY COMMENDED: BP
Highly Commended in the Oil Company Initiative category was BP with its Voice of the Customer Initiative
BP has been providing fuel for vehicles for over a century. But mobility is changing and so is BP. With a focus on the future of the forecourt, the company has intensified its focus on meeting – and exceeding – customer expectations and providing its customers with an enhanced experience centred around convenience.
A crucial element supporting this focus on the customer experience is BP’s Voice of Customer (VOC) initiative, which involves a comprehensive customer feedback survey designed to gather direct insights from customers about their in-store experience. Within 11 months 120,000 customers on 300 sites had completed the survey.