OMNICHANNEL AS A TOOL TO BOOST GAS STATION REVENUE THROUGH SERVICES AND CONVENIENCE

Abstract

This study analyzes the Omnichannel strategy as a tool for boosting revenue in gas stations, highlighting its relevance in the context of modern retail transformation. The concept of Omnichannel refers to the integration of physical and digital channels—such as stores, mobile applications, websites, and social media—offering consumers a seamless, practical, and personalized experience. In the fuel sector, this approach enables gas stations to evolve from simple refueling points into hubs of convenience and services. The research was conducted through a literature review and a structured questionnaire applied to 161 participants, mostly from the state of São Paulo. The results indicate that channel integration significantly enhances the consumer experience, increasing satisfaction and strengthening loyalty. Furthermore, there was a strong preference for the diversification of services, such as convenience stores, food service, automotive solutions, digital payment methods, and loyalty programs. The findings also reveal that factors such as quality service, adequate infrastructure, and personalized promotions are decisive for customer retention. The recurrence of visits to gas stations demonstrates high potential for revenue expansion through convenience and integrated service offerings, reinforcing the need for adaptation to digitalization and new consumer demands. In conclusion, the adoption of Omnichannel in the fuel retail sector represents a significant competitive advantage, as it transforms the shopping journey into a seamless and connected experience, increasing profitability and positioning gas stations as strategic consumption hubs aligned with contemporary retail trends.