The COVID-19 pandemic fundamentally altered the landscape for fuel retailers across North America. Unlike previous disruptions, the pandemic brought not only a collapse in demand but also a rapid shift in consumer expectations, regulatory scrutiny, and competitive dynamics. As the region emerges into a post-pandemic world, fuel retailers face a unique set of challenges—and opportunities—to capture demand and build lasting customer relationships.
North American consumers have redefined their priorities. Safety and convenience now sit at the top of the decision tree, with contactless payment, efficient traffic flow, and visible health measures becoming table stakes. But the shift goes deeper: consumers are no longer loyal to the nearest or cheapest station. Instead, they seek brands that understand their individual needs, whether that’s a seamless digital experience, personalized offers, or the ability to bundle fuel with groceries and other essentials.
This evolution demands a new approach to customer engagement—one that is data-driven, omnichannel, and deeply personalized. Fuel retailers must move beyond traditional loyalty programs and discounts, leveraging data to deliver relevant, timely, and context-aware experiences that address both immediate concerns and broader lifestyle needs.
North America’s regulatory environment is rapidly maturing, with privacy laws such as the California Consumer Privacy Act (CCPA) setting new standards for data collection, consent, and usage. The patchwork of state-level regulations, combined with growing consumer awareness, means that compliance is not just a legal requirement but a competitive differentiator.
Fuel retailers must ensure that their data strategies are built on transparency, consent, and robust governance. This includes:
The pandemic exposed vulnerabilities in regional supply chains, from fuel logistics to convenience store inventory. North American retailers have responded by integrating supply chain data with customer insights, enabling more agile inventory management and tailored product offerings. For example, as consumer demand shifted from single-serve items to bulk pantry staples, leading retailers used real-time data to adjust stock levels and promotions, ensuring relevance and availability.
At the heart of demand capture is the ability to unify and activate customer data. Publicis Sapient and Epsilon have pioneered approaches that enable North American fuel retailers to:
Epsilon’s PeopleCloud platform, for example, enables match rates of 55–90% for North American retailers, supporting persistent, privacy-compliant identity resolution at scale. This capability is critical as third-party cookies are deprecated and the industry shifts to a first-party data paradigm.
Traditional loyalty programs—focused on discounts and points—are no longer enough. North American leaders are reimagining loyalty as a holistic, omnichannel experience that rewards not just transactions, but engagement and advocacy. This includes:
The most successful North American fuel retailers are those who bridge the gap between digital and physical experiences. This means:
With privacy regulations tightening, compliance is no longer a back-office function—it’s a brand promise. Publicis Sapient and Epsilon help North American fuel retailers operationalize compliance by:
With deep expertise in data, digital transformation, and regulatory compliance, Publicis Sapient and Epsilon are uniquely positioned to help North American fuel retailers capture demand in a post-pandemic world. Our solutions are tailored to the region’s regulatory landscape, consumer expectations, and operational realities—enabling our clients to not just recover, but thrive.
Ready to transform your fuel retail business for the new era?
Contact Publicis Sapient to learn how we can help you unlock the power of data, identity, and customer experience—safely, compliantly, and at scale.