Nayara Energy conferred with Consumer Initiative of the Year - India at Asian Oil & Gas Awards 2024

Customer-centric innovation in digital engagement was the game-changer for India’s leading private fuel retailer.

Nayara Energy has been honoured with the prestigious Consumer Initiative of the Year - India accolade at the 2024 Asian Oil & Gas Awards, recognising its pioneering initiatives in building customer loyalty via 100% digital engagement.

An integrated downstream company of international scale, Nayara Energy has a strong presence across the hydrocarbon value chain, from refining to retail. With the country's second-largest single-site refinery and a rapidly growing retail network of over 6,500 fuel stations, the company has continually focussed on optimising operations and consumer experiences. Recognising the challenges of traditional customer engagement in the oil and gas sector, Nayara Energy sought to modernise its approach by embracing digital innovation to build a strong customer connection.

Modernised approach to consumer engagement

In today’s digital age, winning the trust of consumers whilst offering them the ease of participation led to the overwhelming success of “Sab ki Jeet Guaranteed’ initiative. Moving away from traditional physical scratch coupons, Nayara Energy conceptualised a digital solution offering ease of accessibility, transparency, and creating a rewarding experience for consumers. Leveraging India's widespread digital adoption of WhatsApp, Nayara Energy introduced a holistic digital engagement channel allowing customers to scan a QR code at any of the company's fuel stations, initiating a chatbot interaction enabling them to upload invoice receipts and enter a contest. This seamless process not only reduced transaction time but also provided real-time data.

Catalysing shift to digital payments

The digital platform was designed for a diverse customer base, many of whom still preferred cash transactions. Nayara managed to promote a shift toward digital payments, which saw a 10% month-on-month growth. The elimination of manual intervention reduced the risk of fraud, whilst the integration of transactional data enabled Nayara Energy to gain real-time consumer insights.

Reaching untapped markets

Nayara Energy's one of its kind digital engagement initiatives have achieved impressive results in customer acquisition and retention. Through a winning combination of proximity marketing and targeted digital campaigns in collaboration with partners, there were over three million customers who engaged in more than five million chatbot interactions contributing to an incremental growth of 4% in petrol sales volume at participating outlets and surpassing redemption rate achieved 77%, far surpassing the industry average of 25%.

Social media engagement has soared as well, with a remarkable increase (200x) in brand reach. The program's success highlights Nayara Energy's commitment to customer-centric innovation and its ability to leverage digital technologies to drive growth.

Nayara Energy's achievement at the Asian Oil & Gas Awards underscores its leadership in customer engagement and digital transformation in the energy sector. By embracing cutting-edge digital solutions and focussing on enhancing consumer experiences, the company continues to set new industry benchmarks.

The Asian Power Awards is presented by Asian Power Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's revolutionary innovations and initiatives in the power industry in Asia, please contact Danica Avila at [email protected].