Retail Marketing
In recent times due to increase in crude prices the down stream marketing companies are working on wafer thin margins and facing extreme pressure to improve operational and financial results. The margin pressure is forcing these companies to cut even the service level – Example discouraging the use of credit / debit card for the payment.
Today, access to the right information at the right time and place is crucial for effective decision making and sustaining that competitive advantage in a highly commoditized industry. It is also important to differentiate in the market place by creating better customer service experience and convenience to improve on.
• Higher average sales per retail outlet
• Higher return on investment
• Higher market share
However, as we have seen, there is no ‘one-size-fits-all’ approach in the industry and different companies have different organizational needs and spend areas. Hence, it becomes vitally important that these companies are able to identify the right technology solutions that support their business models, offer a better RoI and results in sustainable competitive advantage.
Wipro brings the right blend of domain expertise, technical capability and market landscape knowledge in understanding the customer needs to provide proactive solutions with benefits of higher brand visibility with IT enabled retail solutions and improvement in bottom line and growth in ‘per pump throughput’ by technology driven solutions.
Key Focus Areas
Retail Network Planning and Management
Oil companies plan their retail network with a view to expand the operation in untapped markets and increase market share and profitability. The challenge in this process is to achieve capital productivity and hence requires deep understanding of the margin need, market potential, and future growth prospects. So the need to manage information is critical to achieve consistency across operating geographies.
The business planning and monitoring of performance to attain corporate objective on a continuous basis for global operation is a challenge. Wipro has experience and expertise in developing customised tools for network planning, business planning and retailer compensation packages.
Retail Outlet Automation
Gasoline retailing is a highly scattered business across the geographies and the challenges faced are immense in terms of operations and service delivery. The sustainable competitive advantage is only through providing the customers better convenience and service delivery. Retail automation helps retailers to improve operational efficiency, quality service delivery and better control on entire worldwide retail networks.
Automation of retail outlet is expected to help control following functionalities:
- Forecourt management
- Wet and dry stock management
- Wet stock reconciliation
- Sales and cash management
- Account management
Wipro has been engaged by customers to assist in solutions that spread across various areas in retail automation, integration of applications that cut across multiple forecourt vendors, technology platforms and protocols to ensure smooth monitoring and control. Wipro has exclusive test labs for POS, BOS and dispenser application testing services.
Wet Stock Management
The wet stock management is very critical in retailing as it has got direct impact on brand and profitability. A dry out can create negative brand perception in the minds of customer as unreliable service and lost sales for the retailer. Another scenario truck waiting for ullage can result in demurrage charge and poor truck utilization rate.
Wipro has worked on vendor management inventory – online supply chain management solution by getting data from Retail outlet through automated and manual process of different interfaces.
Retail Marketing Analytics
As per the present dynamics of the Downstream retail marketing, Retail Marketing enterprises that rely on transactional sales applications will begin to lose their competitive advantage unless they extend their analytical capabilities into optimization and predictive modeling. So business analytics are key drivers for
-
Better informed decision
- Improved business performances
- Continuous improvement
Wipro has provided solutions to various Retailers in the following marketing domain
- Marketing mix modeling
- Customer segmentation and profiling
- Scientific pricing, promotion and regular sales
- Marketing spend analysis and effectiveness
- Campaign effectiveness
- Customized KPI for gasoline retailing
Fleet Card Management
The fleet card is very significant offering to customer both in retail and sell to business customers. A fuel card helps customers lower costs, increase efficiency, better control on fueling and streamline your record keeping and MIS. Some of the important benefits of card are:
- Cash loading facility for better working capital management
- Fuel only purchase option
- Set limits on purchase and location
- Setting daily and monthly gallon limit
- Better accountability and control on fuel expenses
Wipro has worked on multiple card application integration and testing engagements, loyalty card application support and maintenance, credit scoring and decision making system etc. |
Energy 
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