Unlocking fuel retail growth with mobility data: Smarter segmentation, pricing, and advertising

For fuel retailers, data is no longer a luxury, it’s a necessity. As consumer expectations evolve and margins tighten, fuel retailers must find new ways to price competitively, optimize their advertising, and engage their customers.

Mobility data, or driving data that comes from consumer mobile apps and connected vehicles, offers line of sight into consumer driving behavior, enabling retailers to make smarter decisions about their customer segmentation, their pricing, and their advertising.

Smarter audience segmentation 

Many fuel retailers operate without much customer segmentation, relying instead on price, location, and convenience to bring in customers. While this approach may have worked in the past, it’s not enough in a market where customers expect more and competition looms. As one speaker at Arity Insights 2025, our annual mobility ecosystem conference, said, “[Fuel retailers] have to get more sophisticated. They have to be able to understand: what’s my market, who are my customers, where do I fit in?”

Mobility data can help you stay ahead of the game. By analyzing real-world driving behavior, mobility data platforms can segment customers based on how, when, and where they drive. This includes:

• Commute patterns: Identifying daily routes and routines
• Trip frequency and distance: Understanding how often and how many miles customers tend to drive
• Preferred fueling locations: Mapping habitual rest stops to determine areas of greatest opportunity

[Fuel retailers] have to get more sophisticated. They have to be able to understand: what’s my market, who are my customers, where do I fit in?

This level of behavioral segmentation is not only more accurate, it’s actionable. Fuel retailers can use it to deliver targeted promotions and personalize digital advertising without needing to build complex systems or conduct costly surveys.

Solutions such as the Arity Marketing Platform use driving data to create hyper-personalized segments, known as Arity Audiences. This segmentation enables retailers to engage customers at the right moment such as when they’re likely to pass a station or when their fuel tank is low. This behavioral segmentation leads to more relevant offers and stronger loyalty.

Mobility data-based segmentation is a strategic innovation that fuel retailers can’t afford to ignore. It enables smarter marketing and stronger customer engagement — all while leveling the playing field against large, aggressive competitors.

Near real-time mobility intelligence for competitive fuel pricing 

In fuel retail, the market is largely fixed; there’s no way to expand the number of drivers on the road or the volume of fuel they consume. What can be expanded, however, is market share. The key to beating competitors lies in pricing smarter, not just cheaper. Mobility data enables fuel retailers to do just that.

By tapping into near real-time mobility insights, retailers can understand how customers move. This allows for dynamic pricing strategies that are responsive to actual demand.

Here’s how mobility data supports strategic pricing at scale:

• Demand forecasting based on traffic flows: By analyzing traffic patterns and trip frequency, fuel retailers can anticipate peak fueling times and adjust prices to optimize throughput and profitability.
• Scalable execution across networks: With mobility data integrated into pricing models, retailers can deploy dynamic pricing across multiple locations simultaneously, ensuring consistency, competitiveness, and speed.

At Arity Insights 2025, one expert said, “In an era where volumes [of fuel consumption] are declining, these retailers have to focus on how to grow their piece of the pie.” The data-driven approach detailed above transforms pricing from a guessing game into a precise endeavor. Instead of racing to the bottom, fuel retailers can use mobility data to fine-tune pricing, capturing a greater share of wallet and growing revenue sustainably.

In an era where volumes [of fuel consumption] are declining, these retailers have to focus on how to grow their piece of the pie.

Mobility data for more effective advertising  

Historically, fuel retailers have relied on outdoor signage and pass-by traffic to drive awareness and sales. While this approach can be effective at the local level, it doesn’t scale. Signs can’t target specific audiences, and their effectiveness can’t accurately be measured.

For fuel retail leaders, the path forward is to leverage mobility data. This data can help scale advertising by reaching drivers before they even start the car. Mobility data-based advertising platforms such as the Arity Marketing Platform enable fuel retailers to programmatically target consumers who are likely to be in the area, based on their driving routes and routines.

Here’s how this shift can transform advertising:

• Predictive targeting: Fuel retailers can proactively reach customers rather than wait for them to drive by. By using mobility data to optimize advertising across digital channels before customers even start the car, you’re reaching the right people at the right time.
• Audience precision: Mobility data allows advertisers to segment audiences based on driving behavior, commute frequency, and common routes. This means promotions can be tailored to high-value customers, frequent travelers, or those switching between competing stations.
• Omnichannel activation: With mobility insights, retailers can synchronize campaigns across mobile apps, creating a seamless experience that starts before the customer even gets in the car.
• Performance optimization: Mobility data platforms provide real-time feedback on ad performance, enabling retailers to refine targeting, adjust messaging, and allocate budget more effectively.

This programmatic, data-driven approach allows fuel retailers to scale their advertising reach, improve ROI, and drive incremental visits — all while moving beyond the limitations of outdoor signage and passive traffic.

The future of fuel retail: Data-driven business strategy 

As the fuel retail industry faces disruption from EV adoption and changing consumer habits, mobility data offers a strategic advantage. It empowers retailers to:

• Segment audiences with precision
• Price competitively
• Advertise effectively across digital platforms

By integrating mobility data into their strategies, fuel retailers can future-proof their business, enhance customer engagement, and drive sustainable growth.