ROTTERDAM, The Netherlands -- On-demand fueling had been the realm of startups such as Filld and Booster Fuels until major oil Royal Dutch Shell began testing its own service in Rotterdam, The Netherlands, in May 2017.
Shell TapUp has a user experience similar to that of other on-demand fueling providers. Customers order a fill-up through the Shell TapUp app, selecting the type and amount of gasoline or diesel and a time and location for delivery. One unique spin on Shell’s offer is the delivery vehicle. Whereas other on-demand services use some type of fuel storage truck, Shell delivers with a custom-designed, compact, electric-powered truck. It’s a nod to the Dutch government’s plan to require that all new vehicles sold be emission-free by 2030, and it’s a quieter, less polluting option.
Six months later, London-based Shell is learning a lot from how customers are using the TapUp service—and, in the process, evolving the fuel-retailing offer.
“What’s interesting in this digital, disruptive business is sometimes you have to be willing to pivot and change your observation on technology or what you thought you’d get out of it,” Stuart Blyde, Shell's global innovation manager, told CSP Fuels.
Read on for the latest developments on Shell’s on-demand venture ...