But we knew it wasn’t enough to look at technology: we had to understand customers. What brought customers to the retailer’s forecourts? Where were their “pain points” when refilling and shopping in the forecourts? These were the questions we went directly to customers to answer.
We spent time in the service stations of two countries, gathering feedback. We also drew on EY research into future consumer trends, such as convenience, personalization and the ability to deliver unique experiences. Aligned and energized by what the team learned, the company chose to invest in AR before the year end.
While wavespace works across a number of horizons, this was all about a quick win. Our agile, accelerated way of working drew on a blend of talent across the retailer’s marketing and brand teams, along with EY’s consumer, mobility and technology specialists. Within 10 weeks, we had designed and tested a proof-of-concept app.
In essence, the app sent customers on a treasure hunt. It encouraged people to unlock games and discounts in the convenience stores, creating a fun and differentiated retail experience that engaged new types of customers and encouraged return visits.
