Modernising liquor retail: 8 essential capabilities for a unified CX

In a recent blog, I talked about why liquor retailers are overhauling their business models to provide convenience, speed and value throughout the end-to-end shopping journey. That is driving a massive shift in how they plan, build and deliver their omnichannel customer experience.   

In this blog, we’ll look at how to create the omnichannel experiences that are best for customers and most profitable for you. 

Many liquor retailers aren’t equipped to create the shopping journeys now expected by digitally savvy consumers. They have siloed backend systems that are inefficient and costly to maintain and have bolted on digital solutions that don’t easily integrate.  

They struggle to meet customer demands for a joined-up retail experience that doesn’t stop when they enter a store.   

And they face powerful new competition from delivery and online retailers working hard to prevent people from going into stores in the first place!  

If you’re looking for new ways to extend your online experience into stores for unified retail, here are the eight pivotal capabilities you need for a modern customer experience: 

---

1. Digital convenience in stores 

The POS used to be the epicentre of the store technology experience. But today consumers expect unlimited access to information and functionality to inform their purchasing decisions, and demand digital experiences inside the store.  

Retailers are putting customers in charge of their in-store experience by integrating digital services, such as the ability to look up loyalty points, explore product information and add items to digital wishlists in stores. Shoppable screens provide ‘endless aisle’ capabilities that let customers browse and order from the entire inventory. 

---

2. Stores that amplify the digital experience 

Retailers are using the unparalleled knowledge of their store staff to boost digital sales and service by giving in-store teams the tools to connect with shoppers digitally.  Live chat enables customer service or in-store teams to solve user queries, and store teams are using social media to share educational content.  

Some retailers are going one step further and making use of live chat and virtual appointments to offer ecommerce customers the ability to speak with a store team member in real time. By giving customers product recommendations and helping them build personalised baskets, retailers are achieving high levels of conversions while increasing customer loyalty. 

---

 3. Localised pricing and promotions 

Retailers are making better decisions about store product assortments, by matching breadth and depth to demand, trends and local demographics. A unified view of inventory gives them total control over their stock to improve efficiency, reduce overall stock, create more satisfied customers and boost the bottom line. 

 And by customising products, prices and promotions nationally, regionally and even by individual sites, retailers are increasing conversions and maximising profits.  

---

4. Endless aisle for anywhere, anytime orders 

With a ‘buy anywhere, fulfil anywhere’ strategy and centralised unified commerce platform, retailers can give customers and staff real-time visibility of inventory, order and customer data across the business. That means customers can see the availability of products in their local stores, order via mobile apps or online for click-and-collect and, where regulations permit, order any product and get it delivered to their preferred address.  

---

5. Flexible omnichannel fulfilment 

Consumers now make purchasing decisions based on shipping costs and timings. And they want the right level of visibility, communication and tracking, no matter the fulfilment solution.  

Retailers are prioritising capabilities that help them to launch and scale omnichannel experiences faster by improving store fulfilment efficiency and enhancing the store pick-up experience. They’ve created hybrid stores that support the rise in online sales while meeting customers’ expectations for fast pick-up and delivery. They’re introducing ship-from-store capabilities that not only enable ecommerce orders to be shipped from stores, but stores can also ship orders placed in other stores. And with a unified view of inventory for endless aisle across all stores and DCs, they can quickly see where inventory is located and the fastest route to fulfil orders.  

---

6. Unified employee experiences 

A great customer experience hinges on a great employee experience. After years of underinvestment and continuing worker shortages, many retailers are playing catch-up by making employee efficiency and enablement a top priority. They’re giving their in-store teams access to relevant customer intelligence - such as loyalty rewards, wishlists and sales histories – to equip them to add more value to their customer interactions.  

Some are using AI technology to provide personalised upselling recommendations during click-and-collect pickups. And localised pricing gives their teams up-to-date, competitive pricing and empowers them to make better, on-the-spot decisions.  

---

7. Self-service to fuel growth 

In tandem with the new digital experiences inside stores, retailers are modernising their checkout experience so that customers can transact on their terms. They’re putting customers in control with fast and flexible self-guided assistance, mobile point of sale and contactless payments wherever the customer is in the store, and at events, trade shows and pop-up stores.   

While self-serve kiosks are practical solutions for large stores and supermarkets, liquor and convenience retailers are taking advantage of new self-service apps that can be deployed on any touchscreen terminal, making it simple to create fast and memorable experiences. Positioned on store counters next to POS terminals, these solutions remove the risk of theft or sales to underage customers by ensuring that store staff can quickly and easily verify IDs, audit to avoid losses and assist when required.  

---

8. Unified channels strengthen personalisation 

With more buying journeys beginning online, and store visits become more predetermined, customer expectations for a frictionless ‘one brand’ experience are rising. However, many retailers have channel silos that mean any interaction or activity that the customer had with them online is not available to the customer or staff within the store.  

Retailers are delivering personalised experiences by using AI and intelligence across online and offline channels to deliver timely and relevant communications, recommendations, offers and loyalty rewards across in-store and digital touchpoints, including the point of sale, mobile app, web, email and social. Some are extending these personalised recommendations into other communications with customers, such as e-receipts and shipping notifications. 

---

If you’d like help to create distinctive and frictionless customer experiences across all physical and digital channels, get in touch. We’d love to help you develop a unified customer journey. 

---

Want to deliver every customer a personalised, fast and seamless experience? 

Get our ebook to find out how to revamp the liquor retail CX. 

How a unified commerce platform solves retail inventory problems

---

From endless aisle and click-and-collect to self-serve and returns anywhere, customers expect a seamless and unified experience. But if you can only access rudimentary sales and inventory positions, you’re prevented from offering the ‘buy anywhere, fulfil anywhere’ services that are best for customers and most profitable for you.

Managing inventory is one of the most challenging processes for retailers – no matter their size. It’s also the largest cost. It’s a balancing act to strike the right stock levels and adjust those levels as your business changes. Understocks lead to missed sales and dissatisfied customers, and overstocks tie up your capital and result in markdowns that can hurt your margins.

Some retailers struggle with the fundamentals of inventory control, such as stock taking, demand forecasting, planning and receipting.

And in a world where online and offline channels are blending into a single brand experience, customers expect access to products wherever and whenever they want.

---

Unify your inventory

To provide the purchasing and fulfilment options you need for frictionless experiences that delight customers and reduce costs, you first need to get tight control of your inventory.   

A unified commerce platform gives you a single, accurate and up-to-date view of inventory so you can be sure that you have the right product at the right place at the right time. 

With unified inventory management across all locations, you can make better decisions about what stock to order and how to make it available in your physical, mobile, online stores and call centres.  

You can react to trends quickly, and forecast demand based on historical data, sales forecasts and seasonal variations. And with the platform’s open architecture and APIs, you’re free to add new features, channels, apps and services that will increase customer satisfaction and benefit your business in many ways: 

• Increase sales with ‘endless aisle’ capabilities that let you sell products stocked in any location and have them delivered direct or collected by the customer

• Reduce inventory costs by moving stock to the right location when it’s needed and cutting your overall stock requirements

• Lower fulfilment costs by delivering direct to the customer using store-to-door, warehouse-to-door, click-and-collect, kerbside pickup or optimised sourcing

• Reduce overselling or underselling with real-time inventory updates that remove the issues of selling unavailable stock or having more stock than listed online

• Turn locations on and off for endless aisle fulfilment based on the stock mix and quantities or surges in online shopping

• Offer more purchasing and fulfilment options to customers so they can locate items in-store, buy online, collect in-store, reserve online, receive the same day or at a time and location of their choice

• Optimise your product range by matching stock to each store’s location, community and demographics while still giving access to your complete range via endless aisle

• Extend your range across more sales channels such as marketplaces, in-store kiosks, shoppable screens, pop-up stores, concessions and mobile devices.

---

Retailers reaping inventory benefits with the Infinity unified commerce platform:

GAS optimises inventory for improved profitability

GAS completed a lightning-fast nationwide Infinity point of sale implementation. Site owners now have the tools to manage inventory and run more profitable businesses.

Night ‘n Day gets tight control of inventory

By simplifying inventory management with Infinity, convenience grocery retailer Night ‘n Day cut costs, freed up time and increased net profit to around $12,000 per store each year.

This post was orginally published January 2020 and updated on 18 July 2023

---

If you’re struggling with inventory accuracy and are looking at how to build a foundation for frictionless customer experiences, talk to us about how to start with a single view of inventory.

---

For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our new ebook. 

From fuel stations to destination hubs: Klaas Mantel on the EV charging opportunity

“New mobility retail will be good for most [fuel retailers] . . . but the skill set for success will change and if you are going to play the EV game you need to get serious and invest for the future.” A leading McKinsey advisor challenges fuel retailers to shift from a ‘glass half empty’ to ‘glass half full’ mindset when crafting their electric vehicle (EV) strategy. 

---

I recently had the pleasure of attending a keynote presentation by Klaas Mantel from McKinsey during the ReFuel Forum APAC event in Bangkok. Klaas spoke about the future of mobility retail, and how to successfully play in the charging infrastructure business. 

It was a thought-provoking talk during an excellent event which boasted many stellar speakers and attendees. So what made Klaas’ views stand out? Here are the three things that most resonated with delegates and what they could mean for your fuel retail business: 

1

Does your fuel retail business have a ‘glass half empty’ or ‘glass half full’ mindset? 

Klaas suggested that many fuel retailers take a ‘glass half empty’ view of the emerging opportunity in EV charging. It’s not surprising. 

Only 15% of EV charging is currently done ‘on the go’, and EV penetration is driving down footfall at retail stations. It’s an immense undertaking to transform the standard business model, and there’s formidable competition from new operators, including home delivery platforms like Uber Eats and Doordash who are redefining our perception of convenience. 

However, Klaas firmly takes a ‘glass half full’ view, emphasising the opportunity to drive growth with expanded grocery offers combined with the potential value of EV charging. 

He shared that today only 2% of grocery sales are via forecourts – giving our industry a massive opportunity to capture share from other retail channels, such as traditional (62%), modern (31%) and convenience (5%) grocery retail. 

While traditional fuel sales are declining, this will be offset by gains in EVs and non-fuel retail (eg convenience, car wash, hospo, etc.). McKinsey predicts that the non-fuel retail value pool will grow 3% pa to US$40 billion, up from US$24 billion in 2019. The EV charging pool is estimated to rise from negligible to US$15 billion by 2030.  

And forecourts are uniquely positioned to develop new business models to become home delivery hubs. 

---

2

There are three key areas for ensuring success  

Klaas explained that ‘new mobility retailers’ with both recharge and non-fuel destination offerings will have the best chance of future success.   

The successful new mobility retailers will be characterised by three things: 

• Multiple non-fuel retail destination offers synergistic with EV to provide an exceptional customer experience during longer stays 

• Superior cash generation per location enabled by a real estate management mindset  

• No longer reliant on liquid fuel income ensures resilience to future decline of the fuel value pool. 

That means developing a compelling CX and investing in the right locations with the right offering, with Klaas adding: “That may mean acknowledging that EV won’t work on some sites, it will mean investing in convenience retail, charger access and building a customer experience that is safe, welcoming and appropriate.” 

---

3

How will you successfully play in the charging infrastructure business? 

Klaas acknowledged that this new world of mobility retail is not for everyone. Convenience players are actively acquiring fuel retail assets, and the integrated majors have concentrated their footprints while focusing on organic growth in priority markets.  

And unlike ICE (internal combustion engine) vehicles, EVs have multiple options to ‘refuel’ and won’t be primarily recharging at public stations. 

However, forecourt retailers are well positioned to win Klaas says, and here’s why: 

• Knowledge of the mobility customer across B2C, B2B and B2B2C 

• Already know and run a network business 

• Able to drive energy transition, including hybrid offers (fuel, bio, EV, H2) 

• Benefit from EV charging being an incremental business (and thus incremental investment) to existing network 

• Access to capital.

---

Klaas closed by urging delegates to take the glass half full approach and act now to capture a fair share of ‘electron sales’ and remain competitive.  

Here are three questions he encouraged fuel retailers to consider as you evolve your business model to meet changing usage patterns: 

• Can you capture share of grocery sales from other retail channels? 

• What is the value pool outlook in your region, and what share can you capture? 

• Can you develop new business models? 

Is EV charging a priority for your retail business? Or do you have other priorities? I’d love to hear. Please send your thoughts to kelly.brown@triquestra.com. 

---

Want help to build your EV charging experience? 

If you’re looking for help to develop a differentiating experience for your EV charging customers, get in touch. We’d love to help you create a winning offering that will leapfrog your business and create new value.  

---

For more on how to deliver every c-store customer a personalised, fast and seamless experience, download our new ebook:  

Seven things to look for in a retail technology partner

With many customer journeys now beginning online, and a growing appreciation of the critical role of in-store teams in the customer experience, the key issue for retailers today is how to extend their online experience into stores to create unified retail.

That means seamlessly integrating all backend systems to deliver the distinctive omnichannel experiences consumers now demand. Can your retail system keep up?

---

If you’re developing the roadmap or requirements for your next point of sale or retail platform, start here.

No matter the scale of what you want to accomplish – extending POS functionality, creating a single view of inventory, or starting your unified commerce journey to connect POS, inventory, fulfilment, order and customer data – you need a partner with the right people, processes and technology.

A partner who understands the 24x7 demands of retail and can provide you with the systems to innovate quickly, optimise inventory, maximise margin and deploy frictionless customer experiences - efficiently and profitably.

Here are the important indicators of a good technology partner, plus questions to ask:

---

1

Maturity and market responsiveness

Look for a partner who’s been around retail for a while, with a platform built on a modern architecture and sound business model and proposition. They’ll need to understand your fast-paced, data-intensive environment where any significant level of downtime is unacceptable.

Their people will have the capability to help you plan and implement your projects so that they work for you now and into the future. When you choose a partner with a mature platform, they can focus on delivering innovation because the core functionality you need already exists.

---

2

Real-world customer experience

Make sure your partner has a recent and proven success record for planning, implementing and managing complex, large-scale deployments across multiple stores, multiple formats and multiple geographies.

Have they implemented unified commerce systems or are they just unifying digital commerce channels? Ask for evidence of the relationships, products and services that help their clients to be successful, including the consultancy, customisation, integration, training and support services you’ll need.

---

3

Flexible and innovative mindset

You want a partner who’s got the people and processes to move fast, while cultivating an environment where innovation flourishes.

Check that they have a history of responsiveness and the ability to assess and quickly correct any unforeseen issues. Can they change direction, be flexible and achieve competitive success as opportunities develop, competitors act and customer needs evolve.

---

4

Broad product capability

Choose a partner that can give you a broad and holistic portfolio, perspective and experience. You’ll need all your core requirements out-of-the-box plus the ability to customise and easily add new functionality.

Offering a unified experience means unifying all the backend systems that run POS, inventory, customers and loyalty, pricing and promotions, analytics and fulfilment. You don’t want to be tied to a point player that can only provide portions.

Your partner should let third parties connect via APIs and cultivate a vendor ecosystem to reduce risk and increase flexibility. You also need to know that your partner has a strategic roadmap and investment committed for new capabilities. 

---

5

Consulting and market understanding

Find a partner that will guide you in the right direction and tune technologies to fit your individual business needs. Do they have consultancy skills that span business and technical knowledge? Can they advise you on business processes as well as how the software works? Make sure they understand your wants and needs (as well as those of your customers) and can translate them into products and services.  

---

6

Exceptional operations

Check that your partner can meet their goals and commitments, and that they have the organisational structure, skills, experiences, programmes and systems to operate effectively and efficiently. That includes agile — make sure they’ve done the training and really understand agile principles, methods and practices.  

---

7

Local and committed to your success

Look for a partner that is a local business, focused on your region’s potential to succeed. A local partner means you can have more influence on the product roadmap and enjoy direct engagement with people on the ground committed to your success (and not distracted by offshore business activity). And a mid-size partner is more likely to view you as an important customer of influence.

This blog was originally published on 21 January 2019 and updated 30 May 2023.

---

Want help to innovate and scale new services, faster?

Triquestra has been delivering retail management systems in multiple industries and geographies for more than 25 years. Our product and people are supporting award-winning retailers delivering disruptive, world-first customer experiences that build loyalty and grow sales.

 If you’re experiencing technology challenges that prevent you from unifying your physical and digital channels, get in touch. We’d love to help you digitise your business to create the unified experiences your customers now expect.

---

For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our new ebook:

---

Delivering a unified CX: liquor retail's new priority

The ecommerce boom and ever-increasing consumer demands for more digital and personalised services are rapidly changing the business of liquor retail. Kelly Brown explains why liquor retailers are overhauling how they plan, build and deliver their CX, and shares three steps to take to remain relevant.

---

Customers now expect retailers to offer convenience, speed and value throughout the end-to-end shopping journey. They are more discerning and impatient, and don’t care that it can be hard to deliver – they only care about a great experience.  

That is driving a massive shift in how liquor retailers plan, build and deliver their customer experience.   

The retailers making the first move know that a compelling bricks-and-mortar presence blended with an improved digital offering can be leveraged for competitive advantage.  

And that means seamlessly integrating all backend systems and channels to deliver experiences that align with customer expectations.  

However, it’s complicated. 

While liquor retail has always been challenging – fast service is non-negotiable, staff require specialised knowledge and transaction volumes are highly variable – this requires a fundamental transformation of the standard business model. 

Liquor retail has been a laggard in creating new digital experiences and investing in technology to improve front- and back-end operations. Many liquor retailers have legacy solutions that are no longer fit for purpose and have bolted on solutions for the digital space that don’t easily integrate.  

And they struggle to support their customers’ current omnichannel demands, let alone the personalised ‘phygital’ shopping journeys now expected by post-pandemic, digitally savvy consumers.  

---

So what steps can you take to differentiate your liquor retail business? 

Here’s a three-pronged strategy that will help create the distinctive omnichannel experiences customers now expect: 

1. Pivot into retail media services 

To remain relevant and competitive in the future, you’ll need to venture beyond traditional retailing and enter new service categories with a higher level of profitability. 

Retail media networks are emerging as one example in retail. Liquor retailers are monetising their existing data and channels by introducing state-of-the-art digital screens closer to the point of purchase, creating a raft of opportunities for alcohol brands to advertise. 

With the demise of revenue from third-party cookies, retail media helps alcohol brands reach the right audience - people who want to purchase alcohol and are legally entitled to do so - and drive higher conversions that increase sales. And as online alcohol sales grow – 15.2% growth is expected between 2022 to 2030 - so will advertising revenues for retailers. 

---

2. Deliver a unified customer experience 

Focus on the end-to-end needs of your customers and revamp the customer journey to expand your relationship beyond quick visits to stock up on beverages. 

That means making purchasing online and in stores seamless and convenient through endless aisle, digital payments and ‘buy anywhere, fulfil anywhere’ services coupled with fast and flexible delivery options. 

Take advantage of the shift in preference for neighbourhood shopping, with local product ranges tailored to each location and community, supported by bespoke promotional programmes. 

And you’ll need to create true omnichannel experiences that seamlessly integrate physical and digital channels to create personalised customer communications, offers, experiences and rewards across in-store and digital touchpoints. 

---

3. Embrace complexity to build new capabilities 

To revamp your business and aggressively embrace innovation and new technologies, you’ll need to develop new expertise and capabilities. That will introduce more complexity into your organisation, with sales channels becoming less physical and more digital.  

You’ll want a retail platform that connects your physical and digital channels to let you deliver customer experiences that provide the convenience, speed and variety customers demand. Embrace agile working to innovate and get products to market faster. And by using APIs, you can create an ecosystem of partnerships to deploy new apps, services, channels and devices.  

---

Want help to differentiate your liquor business? 

If you want to create distinctive and frictionless customer experiences across all physical and digital channels, get in touch. We’d love to help you develop a unified customer journey. 

---

For more on how to deliver every customer a personalised, fast and seamless experience, download our new ebook:  

New in Infinity – May 2023

Here’s new functionality across the Infinity platform that will help you unify your physical and digital channels to create the seamless and personalised buying journeys your customers crave. 

Infinity is a modular platform and you may need additional components or licencing to access some functionality. 

---

APIS

Faster performance to reduce resources 

The performance of transactional APIs has been improved under high loads so that the resources required to run the APIs can be reduced and the API processes are faster, improving the overall user experience.  

Enforce domain separation between fuel inventory and sales data 

Businesses that apply domain-driven design and wish to send fuel inventory events to a separate endpoint from the sales data can now configure the Cloud Events Service with alternate API details for the fuel data. This helps to maintain domain separation between the fuel inventory and sales data domains. 

Simpler maintenance of debtor records 

Customers who update debtor records using the Accounts Receivable API no longer have to provide the financial details as part of the update, reducing the complexity and effort involved in maintaining these records. 

---

INVENTORY

Let store staff use mobiles for stock transfers 

Stock transfers can now be created in Infinity Cloud while in mobile mode, making creation of transfers more efficient for staff on the shop floor. The ability to scan by pack size has also been added to the stock transfer process to speed up the scanning of products that are being transferred. 

Easier management of purchase orders 

Customers who have their own purchase order references can now use those references when creating, viewing and searching for orders in Infinity, making it easier to find and maintain POs across your business.  

---

PRICING & PROMOTIONS

Launch quantity promotions for increased sales 

Infinity Rules Based Pricing now allows you to maintain quantity-based volume price breaks for items. For example, you can set up rules that allow you to sell a single item at $10 each, between 2 and 10 items at $8 each, and between 11 and 15 items for $6 each. Store staff can see thresholds that apply to the sale and then let the customer know about the available discounting, allowing you to drive higher-volume sales through lower pricing.

---

CUSTOMERS & LOYALTY

Better visibility of loyalty members within prepay accounts 

Your Head Office staff can now more clearly see which Loyalty member has been selected on the list of prepay account members, helping to reduce confusion when checking the names attached to a prepay account. 

---

REPORTS & ANALYTICS

Expand your reporting of customer types 

Customers who use Infinity’s Open Accounts feature can now see sales to open accounts in the Customer Performance Report, allowing for reporting on all customer types used in Infinity.

---

POINT OF SALE

Support sustainability goals by eliminating Vault EFTPOS printed receipts 

Businesses using Verifone Vault EFTPOS devices can now decide whether they want to stop printing a customer copy of thermal receipts by default. This can save you the cost that comes from automatically printing receipt copies if your customers rarely ask for them.  

Give store staff more visibility of fuel prepay transactions for easier refunds  

Store staff can now see more transaction information when refunding fuel prepay transactions, thereby helping them choose the correct transaction to refund, improving the speed and accuracy of the refund and providing an improved customer experience. 

Improve staff adherence to daily cash management process 

Several enhancements have been made to Cash Management functionality. You can now configure the system to perform end-of-days only, rather than end-of-shifts. This can help avoid confusion in businesses that do not operate on a shift basis. An extra prompt has also been added to the end-of-day and end-of-shift processes so that store staff are made aware if they create very short shifts by mistake, which increase administrative effort.  

---

INTEGRATIONS

Better inventory management and improved operations with enhancements to Xero integrations 

The Infinity Xero integration has been enhanced to push stock receipt, transfer, stocktake and adjustment transactions to reduce manual data entry into Xero when tracking inventory. 

Customers who use Xero to receive payments and accounts receivable statements can now post debtor transactions as individual invoices and credit notes, while Infinity remains the master of the debtor record for all transactions and pricing. Note: customers with a high volume of debtor transactions should ensure their transaction counts fall within Xero monthly transaction volume limitations. 

Supplier invoices that are posted to Xero have been enhanced to accommodate foreign currency suppliers so that offshore suppliers can be paid in their local currency. Freight that has been added to supplier invoices and disbursed across the items, such as landed costs, is now posted as inventory and goods received not invoiced, instead of as a separate inventory line, to provide better accuracy of full inventory valuations and cost of goods sold. 

Cash sales posting to Xero which use duty free mode, or debtors with tax exemption rules in Infinity, now correctly create tax-free and tax-inclusive lines for the various sales lines where appropriate so the tax from sales is accurately recorded in Xero. 

Help stores accepting eWIC cards serve customers faster 

Maintenance of the US WIC (Women, Infant and Children) products has been made more efficient now that the eWic APL file import correctly recognises the UPC PLU flag, thereby removing the need for manual updates of the item master. 

---

TECHNOLOGY

Commitment to modern .NET infrastructure 

All Infinity releases now require .NET 4.8 Framework to be present. This is part of Triquestra’s ongoing commitment to using enhancements from vendors and to maintaining technical support. When you receive a new Infinity release from now on, please ensure that .NET 4.8 is deployed to all workstations and servers that operate Infinity. 

---

To find out more about any of these enhancements and add them to your Infinity platform, contact us. 

If you’d like to get our regular ‘New in Infinity’ updates in your inbox, sign up to our newsletter.

Four capabilities to look for in a fuel retail technology partner

As more customer journeys begin on mobile apps or online, and consumers increasingly demand digital convenience within the c-store, the ability to convert fleeting transactions into enduring relationships will rely heavily on unified experiences across channels.

---

Today every fuel and convenience retailer is looking at how to deliver seamless and personalised experiences at the forecourt, in the c-store and out-and-about on mobile apps.  

That is introducing more complexity into the business, with sales channels becoming less physical and more digital. 

To connect physical and digital channels and create the hybrid omnichannel experiences consumers now expect, fuel retailers are investing in unified commerce technology. 

They know that working with the right people and the right technologies will make the ideation and running of experiments through to planning, design, implementation and roll-out of their customer experience a whole lot easier.  

---

If you’re evaluating new point of sale and retail systems, here are the four important requirements for a fuel technology provider: 

---

1. Expertise across retail, not just fuel and convenience 

You’ll want a mature retail platform that supports fuel and convenience, rather than a narrow, fuel-specific site system. 

A partner with experience in highly competitive retail industries like fashion retail will have expertise in disrupting the customer experience, with APIs and a retail ecosystem few can match. 

They’ll bring best practice ideas and capabilities from other retail sectors - not just fuel & convenience retail – and have POS omnichannel expertise distilled into all the essential modules you need to deliver seamless and differentiating experiences in every channel. 

And with all the core fuel features you need out-of-the-box - plus localised functionality and the ability to customise – you’ll achieve a faster return on investment. 

---

2. Real-world customer experience 

A strong track record and referenceable customer base means less risk. 

You’ll want a partner with recent and proven success in fuel and convenience retail, with a track record of complex, large-scale deployments across multiple stores, multiple formats and multiple geographies.    

They’ll need to understand your fast-paced, data-intensive environment where any level of downtime is unacceptable, and have people who can help you plan and implement your projects, so that they deliver now and well into the future. 

Their experience in the fuel sector will give them a deep understanding of the trends changing mobility and convenience, and bring you the best of consumer, retail and CX applications and technologies. 

---

3. Broad product capability and innovation mindset 

Choose a partner that can give you a holistic portfolio and expansive retail ecosystem 

Offering a unified customer experience means unifying all the backend systems that run POS, inventory, ordering, customers and loyalty, pricing and promotions, analytics and fulfilment. You don’t want to be tied to a point player that can only provide segments. 

When you choose a partner with a mature platform, they can focus on delivering innovation because the critical functionality you need already exists. 

An open architecture and APIs will let you cultivate a modern retail and CX ecosystem that reduces risk and increases flexibility.  

And with agile methodologies plus experience working with agile retailers, they’ll have the ability to move to fast and change direction as opportunities develop, competitors act and customer needs evolve. 

---

4. Local and committed to your success 

A local partner means you can have more influence on the product roadmap and expect faster turnaround. 

Fuel retailers are developing a customer-centric mindset and building new skills and capabilities to compete with new competitors. They recognise the risk that comes with global vendors that have a narrow focus on fuels or an indirect model of engagement and support. 

A local business means you can enjoy direct engagement with on-the-ground people focussed on your needs, and not distracted by offshore business activity. With direct access to second and third level support and simple processes, you’ll enjoy leaner, faster support services. 

Biggest isn’t always best. A mid-sized company will have fewer layers of bureaucracy, giving them more agility and responsiveness.  

It also means that you’ll be an important customer of influence to your partner - they will value your business and work hard for it. 

---

Want help to innovate and scale new services, faster? 

Our product and people are supporting award-winning fuel retailers delivering disruptive, world-first customer experiences that build loyalty and grow sales. If you’re experiencing technology challenges that prevent you from unifying your physical and digital channels, get in touch. We’d love to help you digitise your business to create the unified experiences your customers now expect. 

---

For more on how to deliver every c-store customer a personalised, fast and seamless experience, download our new ebook:  

Power your retail innovation strategy with APIs

This blog was originally published on 28 February 2020 and updated 18 April 2023.

---

Retailers are urgently innovating to create the seamless and personalised omnichannel experiences consumers now expect. They are looking for new ways to make use of their data and connect their systems together to streamline business processes and create great customer experiences. One major advantage of using a unified commerce is that its open architecture that lets you easily make those connections with APIs.

APIs (Application Programming Interfaces) are present in every part of our digital world. Every time you use an app like LinkedIn, make a Skype call or listen to Spotify on your phone, there’s an API in action.

APIs let you add specialised functionality to a website, application, platform or software without having to write all of the back-end code. By using APIs, you can expose data in real time, rather than having to replicate or move it. The result is a set of functions that’s available across various systems, plus a fast and easy way to plug in and deploy new services, channels and devices.

These improvements let you shift your team’s priority from maintenance to innovation.

By using APIs to access existing solutions in the market, you are free to focus your development efforts on the front-end. You can be be more agile and create a community of third-party apps and systems that work together in an ecosystem. As a result, you’ll reduce integration and maintenance overheads, increase real-time accuracy and enjoy virtually limitless scalability and agility.

---

APIs in action

Here are just some of the ways APIs help you optimise operations, personalise customer experiences and drive new revenue:

Retail anywhere, any time

APIs let you easily expose your product catalogues and other eCommerce solutions to give customers many more ways to engage with your brand, including social commerce.

Deliver anywhere, any how

Consumers now make purchasing decisions based on shipping costs and timings. APIs can power the fulfilment options they now expect - such as click-and-collect, store-to-door, scheduled delivery and even 1-hour delivery.

Payment convenience counts

APIs give consumers the payment options and ‘buy-now, pay later’ services they want, both in-store and online. Infinity was the first retail system in the world to integrate with Afterpay at point of sale and supports Adyen, Smartpay, Laybuy, Alipay, WeChat Pay, Slyp and Zip to name just a few payment partners.

Personalised communications

APIs let you connect internal and external data to create timely and relevant communications, recommendations, offers and rewards. You can provide customers with real-time shipping visibility and tracking throughout the shipping journey, no matter the fulfilment solution. APIs let you create customised recommendations for customers visiting stores during click-and-collect pickups, and extend them into other communications, such as e-receipts and shipping notifications.

And they help to create personalised marketing experiences that boost loyalty and increase conversions - such as notifications for items on sale, low-in-stock or restocked – plus product recommendations on the website, based on each customer’s behaviour and past data.

Virtual Shopping

APIs support virtual retail shopping ecosystems that go beyond live chat to support in-store experiences on digital channels. By integrating video commerce platforms with POS solutions (like Infinity), you can automate the end-to-end process, from customer communications and data insights to seamless sales transactions and fast delivery.

Extending digital into stores 

APIs also improve the in-store shopping experience. You can give your in-store teams’ data on customer histories and shopping preferences, as well as personalised recommendations based on past purchases and wishlists. APIs can help provide product recommendations for customers visiting stores for click-and-collect pickups, answer product questions in real-time and support self-checkout. In addition, new multichannel wishlists let customers add items to their wishlists while browsing in stores

---

So how do you start making the most of APIs?

Begin by evaluating your company’s value chain. Can you easily integrate and use APIs to access third-party platforms and services to scale your business? Or can you release your own APIs to attract partners and build out your platform? The two options are not mutually exclusive.

 An API-enabled platform like Infinity lets you scale your business quickly by easily adding new apps and services as business requirements change.

 We can also help if you’re looking for advice on how to create a strategy and implement an API programme that quickly creates customer and business value.

 The end result is the ability to create extraordinary customer experiences that help to capture market opportunities, generate additional revenue and build brand advocacy.

---

Find out more about Infinity APIs and our integration partners. Then contact us for advice on how to use APIs to achieve greater agility, faster growth and better margins.

---

For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our new ebook:

Fuel retail: How to capture the EV charging opportunity

As the electric vehicle (EV) market rapidly expands, retailers are evolving their business models and offerings to meet changing usage patterns. Kelly Brown describes how fuel retailers can become preferred destinations for EV charging by developing a compelling CX and investing in the right locations with the right offering.

With predictions for an explosion in EV adoption over the next three decades, some see EV charging as a threat to fuel companies. However, it could be a massive opportunity for fuel retailers to add a new, stable revenue stream. 

By building on their existing infrastructure in prime locations, access to capital and customer knowledge, they can diversify and future-proof their business. Many see an EV charging network as an essential element for growth by keeping a strong stream of customers at fuel forecourts and convenience stores. It’s also critical for achieving their goals of net zero emissions. 

With EV charging now on the cusp of becoming more profitable than conventional fuels, an overwhelming majority of retailers (95%) are either already offering or planning to offer EV services: 

• Ampol plans to have 120 sites in operation by end of this year 

• Z Energy is installing EV chargers across more than 40% of its network by 2025 

• bp will increase its network of EV charging points to 70,000 by 2030, including 1,000 chargers in the UK, Australia and New Zealand 

• Shell will install 50,000 EV charging points by 2025 

• Total will increase its EV charging network in Europe to 150,000 charging points by 2025, up from 18,000 today.  

---

However, the move to EV charging is a major business disruption and risk.  

Fuel retailers face formidable competition from other entrants, including OEMs, power companies and pure-play charge point operators (CPOs).  

Any large-scale investment in EV charging points must not only earn back the capital expenditures invested, but also operate profitably. With the large electricity demands from fast chargers and extremely high power prices, many EV charging businesses still operate at a loss. 

Despite these hurdles, the future is clear. Without significant changes to their business models, at least a quarter of service stations worldwide are at risk of closure by 2035. 

So what are the key factors for success? 

To become a preferred destination for EV charging, retailers are exploring three areas: 

Offer on-the-go charging    

While EV drivers can charge at home or at work, these charging stations are likely to be slow, low voltage points. On-the-go stations use higher power, DC charging points that let EVs fully charge their batteries in under an hour.  

With their existing infrastructure in prime locations and established fuel retail operations, fuel retailers can fill in a gap in the EV charging infrastructure and capture a convenience premium. 

It’s already a massive opportunity for fuel retailers – 29% of current EV drivers already charge their EVs at service stations, and a further 21% would like to if the option was available. 

However, it will require significant investments to develop an attractive, competitive and profitable EV offering. With recharging taking far longer than refuelling, operators need to adjust their station formats to provide expanded services and facilities. And ideal EV charging locations won’t necessarily correspond with the best fuel locations. 

Capture commercial fleets 

EV charging for large business-to-business fleets is a growing opportunity as governments and businesses move to decarbonise their vehicles. Electric vehicles are already being deployed en masse in short-haul transport, last-mile logistics and commercial business fleets. 

While likely to become highly competitive, fuel retailers can secure first-mover advantage with an end-to-end offer, combining “on-the-go” and “at-depot” charging.  

Create a compelling CX 

Innovative fuel retailers are investing early to learn about customer needs and experiment with new propositions and formats.  

They’re creating a compelling mix of convenience, speed, reliability and affordability: 

•  Mobile apps will cement customer loyalty and increase return visits 

• Reliability is a focus: drivers with a low battery charge will prioritise sites where chargers consistently work properly 

• Provide clean and safe locations, with expanded seating and decent restrooms  

• Remove the frustration of waiting for a charger by offering reservations 

• More time spent charging will give more dwell time, so provide customers with more reasons to visit and generate additional revenue by offering barista-made coffee, fresh food options and other premium services such as high-end car washes 

• Apply analytics to develop cluster- or even site-specific offers tailored for local buying opportunities and using transaction histories to customise product bundles, pricing and promotion to increase sell-through without compromising margin.

---

Want help to differentiate your EV charging offering? 

If you’re looking for help to innovate to serve customers, not vehicles, get in touch. We’d love to help you develop the distinctive and frictionless c-store experiences consumers now expect. 

---

For more on how to deliver every c-store customer a personalised, fast and seamless experience, download our new ebook: