Our research team has analyzed the top 100 fuel retailer and convenience stores’ digital capabilities along multiple dimensions, including mobile commerce, mobile employee engagement, connected car, website, and social media. A rating of five stars, based on multiple attributes per ranking category, was given to reflect the capabilities of each brand’s digital assets and properties. The data is updated in real time through a set of automated data aggregators, as well as manually through continued research and discussions with company executives.
A mobile app that includes mobile payments, mobile loyalty, and pre-ordering creates a personalized, compelling user experience that drives customers into the store and increases basket size. We used the following criteria to evaluate each brand’s mobile commerce experience:
Mobile Employee Engagement
Activating employees to build employee habits can increase employee productivity and work satisfaction. We used the following criteria to evaluate each company’s mobile employee activation efforts:
Utilizing the car’s infotainment system for payments and pre-order will add convenience and enhance the in-car experience for customers. We used the following criteria to evaluate each brand’s connected car services:
A website is still the go-to place for many customers to get information about the company’s products, services, and locations. This is why it is of importance to create a meaningful experience for customers to increase brand loyalty. We used the following criteria to evaluate websites:
Each company should leverage social media as a tool to engage with its customers. Sharing meaningful content and interacting with customers can help gain valuable customer insight and loyalty. We used the following criteria to evaluate social media performance: