C&I sits down with Gabriela Machado, Senior Manager of Technology at APCO, to discuss how the company is integrating technology in store.
From self-serve checkouts to digital signage to the APCO app, Machado explains that APCO is all about creating seamless shopping for its customers.
C&I: What are the key technologies you are currently using in your stores?
Machado: Our stores feature integrated POS and EFTPOS systems for smooth transactions every time. The APCO app makes it super easy to fuel up or grab your Café 24-7 order on the go. Our digital signs not only market deals but also make the stores look amazing. Last but not least, with self-serve checkouts and partnerships with digital platforms like UberEats and Menulog, convenience is at our customer’s fingertips.
C&I: How have these technologies improved operational efficiency in your stores?
Machado: Our tech does more than just look good—it streamlines everything. The integrated POS systems keep our operations running smoothly, helping customers get back to their day swiftly. The APCO app is a game-changer for quick fuelling. Customers don’t even have to step in store to pay and it’s also making things easier in our Café 24-7 when ordering ahead, and if that wasn’t enough, we’re building the foundations to our loyalty program. We know how busy life is, for APCO it’s all about making the customer’s visit as quick and pleasant as possible.
C&I: How do you believe technology gives you a competitive edge in the P&C retail space?
Machado: Our technological edge in the P&C retail sector is driven by a suite of advanced solutions that elevate both customer convenience and operational efficiency. We use integrated systems to simplify transactions and gather actionable insights, driving smarter business decisions. Our mobile app and digital partnerships expand our reach and convenience, allowing customers to engage with us effortlessly, whether on-the-go or from home. Digital marketing tools like signage help us communicate promotions dynamically, enhancing customer engagement. Additionally, self-service options empower customers with quicker transactions, improving their overall shopping experience.
C&I: What new technologies are you planning to implement in the next few years?
Machado: Innovation never stops at APCO and there’s a few exciting projects in flight. Right now, we’re piloting fuel-only kiosks at our North Geelong store, with plans to roll them out across our network in 2025. This is just the start. We’re also revamping our inventory management system to include auto-ordering features, which means a click of a button will soon restock key category items effortlessly.
Behind the scenes, we’re shifting our entire ecosystem to the cloud, enhancing both agility and security. This move not only future proofs our operations but also ensures that our customer data is more secure than ever. Plus, we’re continuously refining the APCO app based on how customers use it – hot tip: a new update is on the horizon this month, making it even easier to select stores and place orders using geolocation for Café 24-7 orders. Stay tuned—there’s always something new on the tech front at APCO!
C&I: Can you share any insights on the return on investment (ROI) you have seen from adopting new technologies?
Machado: The results speak for themselves when it comes to our technology investments. With the APCO app and our self-checkouts leading the charge, we’ve not only seen a boost in sales but also significant improvements in operational efficiency. Customers love the speed and simplicity, which translates into more frequent visits and increased spending.
On the operations side, these technologies streamline processes, cut down on wait times, and reduce overhead costs. It’s a win-win—our customers enjoy a faster, smoother shopping experience, and we benefit from greater efficiency and lower operational costs. This positive feedback loop drives continuous improvements and innovations, ensuring that APCO stays ahead of the curve in the retail space.
C&I: What challenges have you faced while integrating new technologies into your stores?
Machado: Rolling out new tech isn’t always a walk in the park. Our biggest challenge? Change management tops the list, getting everyone up to speed and comfortable with new systems is key, and involves thorough training and strong support from our Operations team.
When it comes to challenges on the tech side, our focus is with finding the right tools and making sure the investment is fit for purpose and also ensuring a seamless integration with our existing systems. Remember those robust cybersecurity measures I mentioned before? These can be challenging at times but are a must in every project to keep our systems secure and customer data safe.
C&I: Are you doing anything a little out of the ordinary in-store?
Machado: We’re always looking to spice things up at APCO, and this year has been no exception. We introduced the APCO coffee van, which not only serves up your Café 24-7 Barista coffee on the go but does so with a simplified easy-to-use standalone POS system designed specifically for mobile use. This month, we’ve launched the APCO Foundation Giving Day through our app. This feature allows our customers to buy ‘hearts’ and contribute to community causes, turning every purchase into an opportunity to give back.
These initiatives are not just about innovation; they’re about creating a deeper connection with our customers and the communities we serve.
C&I: What has been the customer feedback regarding the new technologies you have implemented?
Machado: I love hearing how much our customers enjoy the APCO app, customers frequently share their enthusiasm in-store and online, praising the app’s ease and convenience. It’s great to see social media buzzing with positive reviews and recommendations, encouraging others to try it out. We’re especially thrilled by the suggestions we receive from customers, such as integrating with Android Auto and Apple CarPlay – ideas that show just how engaged and invested our customers are. This feedback is invaluable as it guides our updates and helps us continue to refine our services to better meet your needs.
C&I: Is there anything else you’d like to mention?
Machado: Our tech team might be small, but we dream big and make things happen. Whether it’s behind-the-scenes network upgrades or the APCO app everyone’s talking about, we’re all about making your APCO experience the best it can be.
Read C&I’s feature on in-store technology from the August/September issue here.
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