Denmark: YX Energi going unmanned in Denmark

YX Energi is to convert all of its remaining manned service stations into unmanned Uno-X branded sites. The company is also launching its own branded Visa card, which will be accepted in the newly independent shops next to the service station. These developments will see YX Energi cater for its two core service station customer groups: large businesses, and private customers and small businesses.

The company currently has a total of 367 service stations in Denmark, 233 of which are unmanned Uno-X sites. As things stand, this move will bolster YX Energi's position as the second largest operator of unmanned stations, behind OK, which has a total of 590 unmanned sites.

YX Energi's new unmanned sites will be different from virtually all others in that they will have shops. These shops will be run by a different company and will be entirely independent from fuel sales. Although motorists will be able to use their fuel card to pay for their fuel at the pump, it will not be accepted in the shop next to the service station.

As a result, YX Energi is set to launch a Visa card which, by its very nature, will be accepted at both the pump and in the shop. The company, however, will not be the first fuel retailer in Denmark to launch a bank card, after Shell partnered with Citi and MasterCard to offer a credit card in March 2007. The Shell card offers cardholders a reduction of 3% on petrol and diesel purchases and a 1% reduction on purchases at all other retailers.

YX Energi's move will cater for both of its core customer groups. First, large business customers that have a fuel card are more focused on fuel rebates and fleet services than shop products and will be able to pay at the pump with their fuel card. And second, individuals and small businesses, which are more service-orientated and place a strong value on high network acceptance, are likely to be attracted to the Visa card offering which they will be able to use in the shop while also receiving smaller discounts on fuel which will mostly likely be a feature of this card.

The conversion of all of YX Energi's stations into unmanned Uno-X sites represents a good move for the company. While large business customers will continue to benefit from the fuel rebates provided by their fuel card and be able to pay at the pump, individuals and small businesses, which are more service oriented, are likely to be attracted to the versatility of the new Visa card.

PetrolWorld 161108    www.yx.dk