A new Altitude by Geotab report reveals that fuel retailers are overlooking a massive revenue opportunity by not prioritizing commercial vehicle data to inform fuel site selection. The study, based on granular mobility data from commercial vehicles, shows how fuel stops can boost profitability by catering to high-value customers who refuel more frequently, arrive during off‑peak hours, and spend more in store.
"The goal is to help fuel retailers make smarter, data-driven decisions," adds Nate Veeh, AVP, business development, Altitude by Geotab. "Instead of just guessing where the optimal locations are, they can now see exactly where their most valuable customers are driving, and build a network to serve them. By using aggregate insights from commercial vehicle movement data, fuel retailers can identify underserved corridors and regions with high concentrations of fleet activity.”
Key takeaways:
· Commercial fleets, ranging from light-duty service vans and delivery trucks to heavy-duty freight haulers, have unique operational demands that drive distinct fueling behaviors, predictable demand patterns, and substantial ancillary spending habits that fundamentally differentiate them from typical consumer traffic.
- A single stop from a heavy-duty truck can result in significantly more fuel pumped compared to a typical passenger vehicle.
- Commercial drivers often spend significantly more on food, drinks, and other convenience items, with average transaction values that can be double or triple those of other customers
- Unlike commuter traffic, which peaks during rush hour, commercial traffic is more consistent throughout the day.
"For decades, the industry has relied on a simple formula: more traffic equals more revenue," says Veeh. "But our insights show that not all traffic is created equal. A single commercial truck can be worth more than 10 passenger cars in a single stop. Retailers who don't see this are leaving a lot of money on the table."
