Customer research from an independent market analyst claims firms like Shell and BP are missing a major sales opportunity by not offering drivers a “motoring solutions” package.
Datamonitor says oil companies should link up with dealers to offer a host of services, including new car sales, insurance, finance, servicing, repair and fuel.
Analyst Mike Phillips says Shell could be the first oil company to create such an offering, which could be put through its paces on the firm's home territory in the Netherlands. He believes oil companies can offer drivers a real unique selling point - discounted fuel.
“European consumers are extremely price sensitive when it comes to fuel, often going out of their way for a pence per litre,” says Phillips. “Oil companies can leverage this to market their offerings by incentivising automotive purchases with discounts on fuel.”