European service stations: more advertising space should be devoted to fuel cards

Published:04-May-2007

Corporate fuel cards are becoming more popular in Europe, but face numerous competitive challenges from commercial cards. One way to help address this growing threat could be for forecourt retailers to increase the amount of advertising space they commit to fuel card promotions. Currently, just 4.4% of European forecourt advertising space is devoted to fuel cards, compared to around 37% each for fuel and shop products, 12% for loyalty schemes and almost 10% for car wash promotions.

Source: Datamonitor, "Commercial Credit Cards and the Response of Fuel Card Providers" (BFEN0243)