Shell’s goal is to boost the non fuel retail towards 50/50 compared to the fuel revenue. They initially came up with the question if Capgemini could supply them with an easy check out system like Albert Heijn has. Turned out that there was a deeper need behind the question. So we got the mandate to broaden the scope and look for a solution through a holistic approach, where both user needs and Shell’s goals were covered.
We started out with some thorough research at the gasstations, where we observed a lot op people, shadowed them and asked them questions.
• Visited 5 various gas stations
• 100+ Observations
• 30+ Interviews
• 80+ Survey answers
After gathering all the data we could plot the complex behaviour of the guests on a map. We could then clearly identify 2 user groups/persona’s.
Interviews uncovered that the ‘fuel shop & go’ people enjoy wandering around in the shop, and the ‘fuel & go’ people, mostly businessmen in a hurry not wanting to wait in the queue, nor being offered goods at the counter.
Check out our findings on the left.
In order to get the client on the same page, I organized several design thinking sessions with all stakeholders. It's satisfying to see gasstation employees working together with Shell staff towards great ideas, realizing that they all have a common goal.
The activity maps as mentioned before were used as problem statement. How can we offer better products & services for these two persona's leading to 50/50 non fuel retail.
Create an account, fill in your licence plates, choose a payment option
Through geofencing you'll be detected by beacons within a radius of 70m
2-way verification, licence plates x mobile app
Personal welcome, all consumed goods are registered from now
Conversational commerce, pre-order at the pump
Pre-order preperation, skipping queues
Selfscan of additional producs
Self check-out pillars serve non participants too
Automatically check-out all consumed goods by leaving the geofence area
The unique selling points regarding our optimal customer journey. The payment functionality is now being tested at Shell station Zeist.
All end-users are served (fuel & go, fuel shop & go and Shell employees)
Fuel & go guests can come and go quickly, while getting a full-service experience at the pump
Less queues, more happy people!
Ability to personalize based on recognition and order history. Increase of basekt size through upsell and conversational commerce
Self-checkout pillars serve non-participants too. Ease to measure revenue
Reduction of payment complexity: 1 Seamless transaction at 1 paymentpoint.
Concept is modular, therefore can be implemented piece by piece
Less workload for employees. More time to interact as host
2-way verification excluding theft
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Shell - Ease the check-outService Design