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If you’ve been in the commercial fuel industry for any length of time, fluctuations in supply and demand aren’t a new development. However, the scope and frequency of these fluctuations have increased during the last decade. In just the last few years, we’ve seen how a global pandemic can impact demand almost overnight. We’ve also witnessed how a cyberattack on a key element of the fuel supply chain can disrupt operations in an entire region of the US. In turn, we’ve also seen how quickly demand can spike, such as during the Colonial Pipeline shutdown or as soon as the pandemic lockdowns were lifted. The main takeaway is that both the demand for fuel and the available fuel supply can fluctuate faster than ever before. Unfortunately, you can’t control these types of macro-economic factors and market disruptions. So, how do you maintain a profitable fuel operation in such a dynamic marketplace? Your ongoing success depends on being more agile than your competition. When everyone else is scrambling to overcome these market challenges, make sure you focus on the factors that you can control. Your ability to navigate these fluctuations will go a long way in determining whether your business leads or follows. Optimize Fuel Pricing In an environment full of variables, one constant you can control is how you price your fuel. Optimizing your fuel pricing process is critical in an industry that’s prone to so many fluctuations—whether they stem from a natural disaster, a cyberattack on the supply chain, or even a labor shortage. By optimizing fuel pricing, you can help ensure your business remains profitable under a wide range of scenarios. Digital fuel pricing solutions are great for replacing legacy manual processes and eliminating multiple steps to increase both speed and efficiency. For instance, at the start of the pandemic, many operators quickly realized they needed digital tools to centralize supply points and synchronize dispatch teams across multiple locations. The old standard of relying on “gut feelings” and manual processes was no longer viable. That also holds true for pricing. Modern B2B fuel pricing solutions that leverage Artificial Intelligence (AI) and Machine Learning (ML) make it much easier to have repeatable processes that work across multiple scenarios. In this way, AI, ML, and automation can deliver the on-demand insights you need in the fast-paced world of fuel pricing. These tools can also help you capture and extend deep…

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