star is promoting closer cooperation with its petrol station partners with digital innovations. A third module, which was implemented in the starlet communication system, opens up even more services and opportunities for both sides. In addition to reducing paper consumption by more than three tons per year, communication has also become significantly more efficient.
The communication solution for the exchange of information between the star headquarter and the petrol station partners in Germany goes by the name of starlet and consists of a tablet, an app and an editing program. Since its introduction in April 2015, it has been continuously expanded and adapted to new requirements. Following the successful test phase, the third module, a ticket system for faults and damage reports, has now been integrated. It speeds up and simplifies workflows significantly and simultaneously ensures even greater process transparency.
starlet is the platform for all future digital developments in the communication with the partners. star aims to implement the partners’ needs and requests. Thus, in addition to their suggestions, the ongoing development process takes their insights into the application into consideration. For example, the tablet service has meanwhile been taken over directly by ORLEN Germany. This “in-sourcing” will now enable star to respond to the needs of the petrol station partners more specifically and faster. In addition, lessons learned are currently also being collected, to integrate additional suppliers and contractors in the new module.
Benefits and sustainability with starlet
starlet combines the various contents and messages, which used to be communicated via different - mostly analogue - channels, under one roof. Messages, sales and marketing news and other information can be accessed using mobile digital technology at any time and by all petrol station employees.
In addition to making the communication of information more efficient, cost reductions are a key success factor. Since the introduction of starlet, paper consumption was reduced by about three tons within a year, equivalent to about 480,000 sheets of paper. Laid end to end, the sheets would have a length of around 145 kilometres and together would fill more than 31 waste containers.
“With starlet we are demonstrating how seriously we take our pioneering role in the industry in terms of digital expansion,” says Wieslaw Milkiewicz, spokesman of the petrol station brand star. “In addition to efficient communication with our petrol station partners, we are breaking new digital ground in terms of our other target groups. The redesign of the fleet card portal and our website star.de are further examples of our digitisation strategy.”
star – a Strong Brand from ORLEN Deutschland GmbH
star is the petrol station brand of ORLEN Deutschland GmbH, which has been running over 570 filling stations in northern Germany since 2003. The company, based in Elmshorn near Hamburg, is part of the Polish mineral oil and petrochemical group PKN ORLEN SA, which is the largest Central Eastern European group, with an annual turnover of 21 billion euros in 2015.
PKN ORLEN SA is listed in Warsaw and London and is represented on the petrol station market in Eastern and Central Europe with a total of 2,700 service stations in Poland, Czech Republic, Germany and Lithuania. In recent years, large investments have been made in Lithuania and the Czech Republic to move one step closer to becoming the leading oil company in Central Europe.
ORLEN Deutschland GmbH
Wieslaw Milkiewicz, Managing Director and Press Officer
Andreas Khan / Head of Marketing & PR