Applegreen Wins 2019 NACS European Convenience Retail Technology Award


LONDON – Ireland-based convenience retailer Applegreen has won the 2019 NACS European Convenience Retail Technology Award. The award was presented during the NACS Convenience Summit Europe awards dinner in London on June 6.

The European Convenience Retail Technology Award, sponsored by PDI, honors a convenience retailing company that has pursued a significant and compelling technology initiative. First introduced in 2015, the award recognizes retail companies that are making far-sighted, long-term investments in technology innovation, keeping retailers convenient and hassle-free for customers.

“PDI is proud to partner with NACS to sponsor this award acknowledging the innovative efforts of Applegreen,” said Jimmy Frangis, CEO at PDI. “The effective use of a cutting-edge fuel price optimization solution enables Applegreen to achieve its financial objectives as well as keep its brand promise to offer consumers low fuel prices in an environment of fluctuating fuel pricing.”

Founded in 1992, Applegreen began with its first service station in Ballyfermot, West Dublin, and has since grown to operate nearly 500 forecourt sites; the company employs more than 10,700 people in Ireland, the United Kingdom and the United States. As a trusted and premier fuel provider, Applegreen has implemented a sophisticated price optimization solution, an initiative led by Applegreen COO Joe Barrett, to boost Applegreen’s profitability at the pump. The solution helps eliminate site-level information silos and improve operational visibility across the business.

From the onset, the Applegreen team outlined success metrics for the project by clearly communicating established business processes, objectives and necessary integration touchpoints. As the project progressed, the team worked closely with PDI to appropriately configure and test the software, eventually culminating in a successful rollout across all Applegreen sites.

The software, which features mobile and web-based capabilities, enables real-time data collection
from multiple sources, including market costs, competitor prices and historic site-level sales as well
as time-of-day, holiday, seasonal and special event considerations. The sophisticated data model
then employs user-defined pricing rules to predict price elasticity and make the best recommendation to achieve Applegreen’s goal of maximizing profitability, while maintaining its reputation as the most cost-efficient fuel option for consumers.

The software’s flexible reporting capabilities, integration with other internal systems (for example, ERP) and ability to centrally manage fuel pricing across Applegreen’s vast network of sites, make it an integral part of the retailer’s growing technology apparatus, powering operational visibility and enabling actionable decision making across its business. In fact, the solution has been significant to the retailer’s expansion, helping it grow from less than 100 sites to nearly 500 in multiple countries.

Today, Applegreen’s fuel pricing process is completely automated and connected, allowing the company to quickly and easily transform data into a competitive advantage that helps consumers save money on fuel costs.

“As convenience retailing continues to grow and become more relevant to shoppers than ever before, Applegreen has demonstrated an ongoing commitment to strengthening the channel and delivering what today's savvy shopper wants. The company is a transformational technology leader for the channel,” said NACS President and CEO Henry Armour.

The NACS Convenience Summit Europe brings together convenience and fuel retailing industry professionals from around the world for new knowledge, new commercial connections and networking, and the opportunity to discover and discuss new ideas from retail store tours. A highlight of the event is the prestigious International Convenience Retail Awards, now in their 11th year, that recognize and promote convenience retailing excellence.