Fuel up
Rethinking the home of the gas pump.
Challenge
Gas stations—a place you only want to be at if you absolutely have to. Yet, in Germany alone, they provide close to 15,000 customer touchpoints that open opportunities beyond the simple act of fuelling up. That is why 35 graduate students of the International Marketing Management program of the Berlin School of Economics and Law explored future areas of opportunity for answering the key question:
'How can gas stations provide novel customer experiences in light of changing mobility needs.'
Based on comprehensive primary and secondary research the students developed eight service concepts to open up new perspectives for the existing infrastructure.
Results
Early primary research confirmed the initial hypothesis of the poor image of gas stations. A place people only visit if they have to—often dirty, characterised by unpleasant odour and overpriced products. Based on this, students developed the objective of adding a positive emotional charge to gas station by providing services that enable delighting customer experiences. At the same time, focus was put on the development of sustainable business models to make the concepts become reality.
In summary, the three following experience categories emerged while developing the service concepts:
A place for extraordinary products…
The concept 'Bierlin-Station' showcases how gas stations could become an important distribution channel for local specialties. Here, gas station operators would have the chance to differentiate their product offerings with the help of local microbreweries who in turn could benefit by addressing new target groups.
'Kulttanke' expands this idea by extending the gas station shop beyond products into an information hub and point of sale for local cultural offerings. A sales terminal would allow travelers to buy tickets for concerts, theater performances and exhibitions in the surrounding area.
A place for inspiring sustainable lifestyles…
Gas stations could also become an anchor point for inspiring visitors to lead a more sustainable lifestyle. By playfully explaining to visitors how gas stations protect the environment and health of its visitor, it could be possible to free them of their 'grubby' image.
A place to meet and share…
'Repair and relax' picks up the trend of the sharing economy. Here, local do it together initiatives would be supported by gas stations with tools and space, thereby creating positive brand associations.
The same goes for the concept 'Bikeasy'. By providing e-bikes through a bike sharing scheme, gas stations could transform into meeting points of the urban landscape. In addition to renting bikes, the concept envisions services that would help travelers and bike sharers to plan bicycle tours.
Facts
Project duration
14 weeks
Project participants
35 graduate students of the Berlin School of Economics and Law
Project components
1. Secondary research
Trend analysis
Screening and analysis of relevant studies
2. Primary research
Online customer surveys (~350 respondents)
Field research – interviews and shadowing of gas station operators, customers and members of a petroleum industry association (~50 interview partners)
3. Concept development
Target group definition
Brand development
Marketing strategy
Carried out and organised by:
Prof. Dr. Dirk-Mario Boltz