Downstream Retail Marketing

Oil and gas retail marketing companies are struggling to maintain margins and some are also losing their market to high volume retailers like Wal-Mart, Tesco etc. As the petroleum industry still needs channels to market for their refined products there is a need to manage the business more effectively and deliver positive returns. When looking at what delivers retail excellence, it is very much imperative to track business and technology trends, and adapt future proof architecture.

The key objectives of retail businesses are:

• High average throughput per pump
• Emulate high volume oil and gas retailers in providing service and managing operations
• Value added services to maximize return on locked up real estate value
• Alternate operating models like franchisee to bring down investment and operating costs
• Improve bottom line as margins are reducing

How Wipro Helps
Wipro helps retailers to improve margin, service delivery, and market share and also helps transform the business to first quartile performance. Here are few of the service offerings from Wipro.

Retail Outlet Automation
Increasingly, retailers in their drive to cut costs, improve service delivery, and to future-proof site systems across oil companies are making large investments in new site system implementation. Wipro provides site system product selection, POS application customization, pre lab testing, lab testing of the product, staging and deployment services. Post implementation, Wipro provides POS application support, field break fix services of IT assets, workshop services and remote infrastructure monitoring, and preventive and condition based maintenance of IT and non-IT devices. Wipro can cut down 30% of implementation cost and 25-30% support costs through innovative working models.

Wet Stock Management
The wet stock management is very critical in retailing as it has direct impact on brand and profitability. A dry out can create negative brand perception while on the other extreme, a truck waiting to fill retail stops can result in demurrage charge and poor truck utilization rate.

Wipro has worked on vendor management inventory enablement projects and has also achieved 99.9 % reliability in product replenishment for a global major from 90% reliability. Wipro can implement Aspen Retail for efficient stock replenishment by redefining and streamlining the process.

Retail Marketing Analytics
In the current oil and gas retail marketing scenario, oil and gas 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. Wipro has enabled firms in effective decision making through analytical solutions for

• Marketing mix modeling
• Customer segmentation and profiling
• Plano gram
• Campaign effectiveness
• Customized KPI for gasoline retailing

Fleet Card Management
The fleet card is a very significant offering to customers both in retail and sell to business. A fuel card helps customers lower costs, increase efficiency, efficiently control fueling and streamline your record keeping and MIS.

Wipro helps customers to redefine customer value proposition and IT enablement, consolidate applications to Postilion and SAP for settlements including third party. We have a strong expertise in Flying J fleet management and Retalix loyalty system.

• Site Fuels Management