CDPs and Customer 360 for Fuel and Energy Retailers: Accelerating Personalization and Demand Capture in a Changing Market

Navigating a New Era for Fuel and Energy Retail

The fuel and energy retail sector is experiencing a profound transformation. The pandemic has not only disrupted demand patterns but also fundamentally altered consumer expectations and behaviors. Traditional drivers—such as location, price, and convenience—are now joined by new priorities: safety, contactless experiences, and seamless digital engagement. For fuel and energy retailers, this means that adapting to the new normal is not optional—it's essential for survival and growth.

At the heart of this adaptation is the ability to understand and engage customers as individuals, not just transactions. This is where Customer Data Platforms (CDPs), advanced identity resolution, and Customer 360 strategies come into play. By leveraging these capabilities, fuel and energy retailers can accelerate personalization, capture demand more effectively, and build lasting loyalty—even in a market defined by volatility and rapid change.

The Imperative for First-Party Data and Identity Resolution

The deprecation of third-party cookies and the tightening of privacy regulations (such as GDPR and CCPA) have made first-party data more valuable than ever. For fuel and energy retailers, this means moving beyond basic loyalty programs and point-of-sale data to create a holistic, persistent view of each customer—across every channel and touchpoint.

First-party data is the foundation for:

Personalized offers at the pump and in-store
Contactless and digital payment experiences
Relevant communications based on real-time behaviors and preferences
Integrated loyalty programs that span fuel, convenience, and digital channels

However, the real power of first-party data is unlocked through robust identity resolution. This means connecting disparate data points—such as loyalty IDs, email addresses, mobile devices, and in-store transactions—into a single, unified customer profile. Advanced solutions, like those developed by Epsilon and Publicis Sapient, can match and enrich these profiles with high accuracy, even as customers move between online and offline experiences.

Bridging Online and Offline: The Customer 360 Advantage

Fuel and energy retail is inherently omnichannel. Customers might research fuel prices or promotions online, pay at the pump with a mobile wallet, and pick up a coffee or groceries in the convenience store—all in a single journey. Yet, many retailers still struggle with siloed data and fragmented customer experiences.

A Customer 360 approach—enabled by platforms like Salesforce CDP and Genie—brings together data from every source: point-of-sale, mobile apps, loyalty programs, web interactions, and even third-party enrichment. The result is a real-time, actionable view of each customer that empowers:

Personalized, context-aware offers (e.g., targeted discounts on fuel or in-store products based on purchase history and location)
Seamless loyalty experiences (e.g., earning and redeeming points across channels, personalized rewards at the pump or in-store)
Contactless and frictionless payments, reducing wait times and enhancing safety
Proactive service and support, informed by a complete view of customer interactions and preferences

From Data to Demand Capture: The Role of Publicis Sapient and Epsilon

Publicis Sapient and Epsilon are uniquely positioned to help fuel and energy retailers bridge the gap between operational data and customer-centric marketing. Our approach combines deep industry expertise with advanced technology and data science to deliver:

Data Unification and Enrichment: We help retailers centralize and cleanse their first-party data, resolve identities across devices and channels, and enrich profiles with behavioral, demographic, and contextual insights.
Real-Time Personalization: Leveraging platforms like Salesforce Genie and Epsilon PeopleCloud, we enable real-time segmentation and activation—so offers, messages, and experiences are always relevant and timely.
Integrated Omnichannel Journeys: We design and implement solutions that connect the dots between digital and physical touchpoints, ensuring that loyalty, payments, and promotions work seamlessly—whether at the pump, in the store, or online.
Privacy and Compliance: Our solutions are built with privacy by design, ensuring compliance with evolving regulations and building trust with customers.
Rapid Time to Value: Through proven frameworks and accelerators, we help clients realize measurable business outcomes—such as increased loyalty participation, higher conversion rates, and improved customer satisfaction—in months, not years.

Real-World Impact: Personalization in Action

Fuel and energy retailers who embrace CDPs and Customer 360 strategies are already seeing tangible benefits:

Increased loyalty engagement: By unifying data and personalizing offers, retailers are driving higher enrollment and participation in loyalty programs.
Higher conversion and basket size: Targeted promotions—delivered at the right moment, whether at the pump or in-store—are increasing both fuel and non-fuel sales.
Improved operational efficiency: Real-time insights enable better demand forecasting, inventory management, and campaign optimization.
Enhanced customer trust: Transparent data practices and relevant, respectful communications foster long-term loyalty.

Getting Started: A Roadmap for Fuel and Energy Retailers

The journey to customer-centricity does not require a "big bang" transformation. Publicis Sapient and Epsilon recommend an iterative, outcome-driven approach:

Assess your data maturity: Understand your current data landscape, identify gaps, and prioritize use cases that deliver quick wins.
Unify and enrich your data: Invest in identity resolution and data enrichment to build robust customer profiles.
Activate personalization: Start with targeted campaigns and offers, then expand to real-time, omnichannel experiences.
Measure and optimize: Use analytics to track performance, learn, and continuously improve.
Scale and innovate: As capabilities mature, explore advanced use cases—such as predictive analytics, dynamic pricing, and new loyalty models.

The Future: Building Resilience and Relevance

As the fuel and energy retail landscape continues to evolve, those who invest in data, identity, and customer experience will be best positioned to capture demand, build loyalty, and thrive in a changing market. With the combined expertise of Publicis Sapient and Epsilon, fuel and energy retailers can turn disruption into opportunity—delivering the personalized, seamless, and trusted experiences that today’s consumers expect.

Ready to accelerate your transformation? Connect with our team to learn how we can help you unlock the full potential of your data and deliver customer-centric growth.