Case Study

Top Malaysian Oil & Gas Brand Secures Key Understanding of Customer Trends with Customer Profiling

The Challenge

The client is a Malaysian oil and gas company which is ranked among the Fortune 500’s largest corporations in the world. With the onset of the global pandemic, the client’s customer footfall was heavily affected, especially in its petrol stations and physical stores. The shift in consumer behaviour and demand required the client to rethink their current marketing and operational approach in order to increase new customer acquisition. The client engaged with ADA since 2020 till date for continuous effort in increasing the loyalist and new customer acquisition rate, curate more effective marketing campaigns, and understand the profiles of their petrol-goers.

The Strategy

In order to assess and address the problem statement, an understanding of the petrol market share across the nation and the shift in trend among different brands were established. This includes identifying the movement among petrol-goers, as well as the number of new customers acquired and lost throughout a specific time period for the client and its competitors. ADA derived the information based on socio-economic demographics, telco profile, travel behaviours, and interests of petrol station visitors seen at all petrol outlets of interest tracked via XACT, ADA’s proprietary data management platform.

ADA generated insights on the footfall pattern and movement of petrol-goers within a specified target area on a 3-hourly basis. Observations were made on petrol-goers’ online and offline behaviour based on their app usage, coupled with places they visit in order to provide an understanding of the overall dynamics between the client and its competitors. The insights allowed the client to better understand the strengths and weaknesses of their current marketing and operational strategy, allowing them to make effective and productive improvements moving forward.

The Execution

ADA Consumer Profiler allowed the density of petrol-goers at different petrol stations during specific times of the day to be tracked with the 4-step approach as follows:

All petrol stations nationwide were geo-fenced polygonally to follow the shape of the station to capture precise footfall.
The IFAs of devices seen within the geo-fenced location were extracted.
The IFAs were then ran through our XACT database for consumer profiling and data enrichment.
The identified data sets were then transformed into Consumer Profiler dashboard, analysed and derived for reporting of actionable insights.

Each petrol-goer was grouped into following segments based on their historical footfall of which petrol brand they have been seen frequenting:

Client Loyalists: Visitors seen at client petrol stations with 70% (minimum) of the time across 3 months period.
Client Switchers: Visitors seen at client petrol stations with less than 70% of the time.
Competitor Loyalists: Visitors seen at competitor petrol stations with 70% (minimum) of the time across 3 months period.
Competitor Switchers: Visitors seen at competitor petrol stations with less than 70% of the time.

ADA derived the market shares of the client and its competitors based on the footfall counts of visitors at petrol stations nationwide. Detailed insights were produced by observing the changing market share on a monthly basis for different states in Malaysia. The chart below illustrates the client leadership with the biggest market share.

Visitor analyses were conducted on the movements across the year for client’s C-Biz partners and internal physical stores with insights into their respective contribution towards attracting visitors.

The offline and online behaviour of customers were derived from their top app usage, cross-referenced with consumer trends and relevant government initiatives, which was utilised to supplement the consumer behaviour and persona mapping that could facilitate future strategic marketing of the client.

The Results

The client was able to effectively influence customer’s behaviour through effective marketing campaign in selected geographies (comparison pre- and post-campaign).
Identified customer behaviour segments that prevailed within the 18 months period, personas, media consumptions, and the size of switchers that has changed behaviour post-campaign launch, with a granular understanding on the switchers.
Understood the trends of customers on-the-move beyond refuelling to enable the creation of an ecosystem of captive customers, referring to which F&B, grocer, and entertainment centres they patronise.