Shell: TapUp Mobile Fueling
OVERVIEW
We engaged with Royal Dutch Shell to create a mobile experience that provides on‑demand fuel and vehicle service wherever there are automobiles needing fueling. While there were competitors, Shell was the only major brand to roll into mobile fueling with a differentiated position in a fast‑emerging category. TapUp represented a new revenue source in a $500M mobile fueling market inside the $44B US retail fuels ecosystem.
THE CHALLENGE
One of the more onerous aspects of owning a vehicle is the constant need for fueling. It’s a task that would be forgettable if it weren’t so omnipresent; drivers squander a considerable amount of time each year gassing up in order to travel (thereby necessitating future fueling stops). But in this age of immediate gratification and an overall drive towards automation and process elimination, why do we have to stop what we are doing in order to carry on what we were doing?
This is what Shell was seeing:
Servicing a fleet of 100 vehicles saves 3,080 hours per year.
Avoids ~20,300 fueling‑trip miles annually.
Drivers spend ~20 minutes per gas stop and detour ~2.2 miles each time.
DELIVERED
The TapUp platform helped ensure that drivers and employees could focus on the things that really matter, by returning to customers, the world’s most precious resource: time. Instead of queuing at the pump, customers could schedule fueling and light vehicle service on their terms, at their location, and in alignment with how they actually live and work via a solution that leveraged machine learning for scheduling and route optimization.
WHY IT MATTERED
This new service unlocked a fresh revenue stream in an estimated $500M total addressable market within the broader $44B US retail fuels market. The result: TapUp - Shell’s entry into mobile fueling and a proverbial “line in the sand” showing that Shell is willing to do more than just continue business as usual. The future of mobility looks bright with Shell.
