ARTICLE
Nowoczesne stacje paliw wymagają nowoczesnych rozwiązań
Beyond Fuel: How SAS Data Analysis Drives 2,000 ORLEN Stations
Today petrol stations have evolved beyond providing oil and gas only. They are also retail stores and hubs for various consumer needs based on their uniquely branded food and product offerings. ORLEN, the leading Polish oil and gas group, recognized the potential of this shift. Through the automation of marketing processes, ORLEN aimed to personalize offerings for participants in the VITAY loyalty program and anonymous visitors in the station and ultimately increase non-fuel revenue.
ORLEN – Facts & Figures
2,000
stations
REAL TIME
recommendations
DRIVERS
Millions of drivers in the VITAY loyalty program
Challenge
The fuel retail industry faces challenges in improving customer experience while driving sales at their stations. ORLEN recognized the need to leverage technology to streamline marketing and sales processes for a competitive edge.
Solution
ORLEN adopted SAS® Customer Intelligence and SAS® Viya, a cutting-edge platform that provides real-time decisions driven with Machine Learning and AI. This enabled personalized product recommendations based on customer behavior and current basket that are aligned with stock strategy. The VITAY loyalty program, serving millions of drivers, provides historical transactional data utilized to create tailored product recommendations. Solution serves as well for non-loyalty customers providing real-time recommendations during a visit at the station based on analysis of products in the current basket and analytical models built on historical data.
Results
Implemented across approximately 2,000 stations, ORLEN's successful integration of SAS proves leveraging advanced analytics for superior customer service and increased revenue.
"Thanks to the partnership with SAS, ORLEN has introduced innovative solutions at its petrol stations, enabling us to personalize the offer to the preferences of our customers in the flagship VITAY loyalty program. Sales automation using the SAS Viya platform allows us not only to generate additional revenues, but also provides precious value for our customers with real-time product recommendations. This is a breakthrough in the retail sector in customer service that helps us maintain our market leadership position." Bartosz Niemaczek Director of E-commerce and Loyalty Schemes Office ORLEN
Retail Experts
Piotr Rozenbajgier
Data Science & Engineering Lead - Platform & Analytics,
SAS
Kamil Gościński
Senior Account Executive,
SAS
Aneta Rudniak
Principal Industry Consultant,
SAS
Dariusz Jańczuk
Senior Consulting Manager,
SAS
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