How Does a Lollipop and 1p Win a Smart Award?

Many years ago our company embarked on a journey to transform the way rural customers accessed domestic oil services.

We recognised a gap in the market where rural communities struggled with efficient and cost-effective oil delivery.

Our solution was a data-driven campaign that ingeniously combined existing customer data, location data, and home mover data. This innovative approach not only improved service delivery but also earned us a prestigious Smart Innovation Award.

The Power of Data Integration

Our campaign's success lay in its creative use of data.

By overlaying various data sets, we could visualize customer delivery patterns and identify new recruitment opportunities. This visualization resembled a "lollipop," highlighting existing customer deliveries and potential new customers. This strategic insight allowed us to optimize delivery routes, significantly reducing logistics costs and enhancing subscription uptake for companies like Shell Oil and other domestic providers operating in the UK at the time, such as BP and Goff Petroleum.

A Revolutionary Marketing Strategy

Our "go-to-market" strategy was both bold and simple: offer new customers their first order of domestic oil for just 1p. This offer, while seemingly too good to be true, was a calculated move. By sending out postcard mailings with this enticing offer, we not only attracted new customers but also maximized delivery efficiency.

The result was a win-win situation—customers received affordable oil, and we optimised their distribution network.

The Impact on the Domestic Oil Industry

The campaign had a profound impact on the domestic oil industry in the UK. By improving delivery efficiencies and increasing subscription rates, we set a new standard for how oil companies could operate in rural areas. Our innovative approach demonstrated the power of data-driven marketing strategies in traditional industries. Companies like AID Fuel Oils Group and Goff Petroleum were able to expand their reach and improve service delivery thanks to the insights generated from our campaign.

Celebrating Our Smart Innovation Award

Winning the Smart Innovation Award was a testament to our team's hard work and ingenuity. This recognition not only celebrated our success but also highlighted the potential for innovation in the oil and gas industry. As we look to the future, we remain committed to leveraging data and creativity to solve complex challenges and improve the lives of our customers.

Something were now doing for the modern age!

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