Forecourt company makes the most of technology to assist its dealers
BOSSES at Gulf Retail reckon its innovations and initiatives in technology that help its forecourt operators to boost revenues, drive down costs and engage with consumers is what makes it so popular.
Providing plenty of retail support, the company is the fuel supplier of choice for about 70 independent dealers in Scotland.
One of its latest technology initiatives, called Foresite, is another industry first and free for its retailers to use.
It’s a purpose-built telemetry system that enables Gulf forecourt operators to understand and optimise fuel, shop and car wash sales.
Jenny Lockwood, head of retail dealer at Certas Energy, the company behind Gulf, said: “It’s very easy to use and highly graphic.
“From full basket analysis and embedded loyalty to minute-by-minute sales of each product, it provides full visibility of the things that make a difference to a forecourt’s business and customers.”
Underpinning the Gulf offering is the Oomph loyalty portal, a technology service designed to fit the customer.
This sophisticated, highly flexible tool analyses consumers’ shopping baskets to create bespoke offers and promotions and increase in-store profits. Importantly, it also strengthens community ties by supporting local worthwhile charities, projects and good causes with funding.
The service station on Regent Street, Keith, Banffshire, is a prime example. The site has generated more £1,000 donations from its efforts than any other forecourt within Gulf’s 450-strong UK network.
Gulf also assists retailers with advice on the most appropriate symbol brands for the locality and the likes of the latest shelving, flooring and lighting, as well as self-service checkouts.
Lockwood said: “There is no such thing as one size fits all. We strive to be smarter and more innovative, pooling our resources, knowledge and experiences for the benefit of every Gulf dealer in Scotland.”
