ZERO - Petrol Retail Application

Zero - Petrol Retail Application

April 2016 Shiyao Wang / Christina Talamagka / Xinrui Zhang / QijunWang / Qingtian Shen

Zero is a petrol retail application for a new petrol brand which put mobile at the heart of the forecourt via engaging with customers before, during and after.

Zero是一个新的石油零售品牌。该品牌主要通过手机应用为客户提供在加油前，加油过程中及加油后的服务。

Background ／背景

There has been a steady decline in sales from the premium fuel retailers in recent years following a price war by supermarkets. Supermarkets are able to offer a lower price than ‘premium’ fuel companies.
The low fuel prices and a drive towards convenience have led the market towards a low-value customer experience. The forecourt experience has become impersonal and dull.

Therefore, a popular high street retailer is about to prototype new fuel stations. The service of stations will aim to disrupt the market by focusing on how they can deliver an exemplary forecourt experience by putting mobile at its heart.

近几年石油零售业开展了价格战，使得石油价格持续下滑。超市所提供的石油价格一直低于其他老牌的公司。对低廉的价格的追求使得市场不能提供高质量的服务。加油站的服务变得无聊而且没有人情味。

因此，一个高街零售商打算开发新的加油站。加油站将专注于如何把手机应用作为服务的中心。

Aim／宗旨

Enhance people's lives every day in the context of refueling their cars through a mobile app experience to engage with customers before, during and after their forecourt experience.

The brand is called “ZERO” which means“When you reach zero, you need ZERO.”
Customers can go through the process in advance via the application which contains searching forecourt, ordering services, buying goods, and seeking help when they face problem in the forecourt.

Zero的品牌宗旨是：通过手机应用为客户提供在加油前，加油过程中及加油后的服务，来提高人们日常生活水平。

品牌名为Zero意为“当你的仪表盘快到zero的时候，你就需要Zero。”

客户可以在手机上提前查询预定服务，比如定位加油站，预约加油服务，买东西，和遇到问题时的咨询服务。

Stakeholder／目标人群

20-55-year-old Londoners who drive and value quality and service over price. Three personas are considered as typical cases. Two cases are considered that Londoners go inside and outside of London and the other is considered disabled people.

目标人群为20-55岁比起价格更看重产品价值与体验的居住在伦敦的人。

Questionnaire／问卷调查

Problem Statement and New Ideas／问题发现及新的想法

According to the questionnaire that we handed out on the street in SOHO, Annoying Things conclude as follows:

1. People may face some problem during the process, such as the pump doesn’t work, or the oil stick on hands.

2. People want to have a convenient and quick process.

3. In terms of the retailer, consider about if people could pay at pump or via app, they don't want to go to the shop.

So here are the Solutions:

1.It is better to make the process become a personal service or provide cleaning point or gloves. What’s more, the app will provide a teaching video of the proper way of filling petrol by themselves during night time.

2.Payment method more flexible and focus on card, contactless and points card. At the same time, encourage people to pay via app.

3.Retailer could pack what people need and get them ready for collection.

Besides Other New Ideas have been asked in questionnaire as well. Some of them are resonant:

1. Application notifies the petrol station that people are on their way.

2. The shop could have a drive - through philosophy.

3. Service provided include Car wash, Car check, Dry cleaning, 24 hours

依据在伦敦soho区的问卷调查显示，人们对现有加油情况的不满意和期待主要有：

1. 加油过程中，人们会遇到一些情况，比如泵不正常工作或手变的很脏。

2. 人们希望加油的过程更加便利、快捷。

3. 希望可以用手机支付或者直接在加油泵的地方支付而不用去加油站的便利店里。

针对这些问题所产生的解决办法有：

1. 提供更个人化人性化的服务并且提供手套或者清洁处。人们可以在手机上查看如何正确运用加油泵以防夜间没有服务人员。