In Indonesia, private fuel retailers compete with one hand tied: the government sets a maximum selling price for their fuel while the national oil company sells subsidised product alongside them. Margin cannot come from price. It has to come from volume, efficiency, and knowing exactly what is happening at every station.
One private network felt this daily. It had grown from 6 stations in metro Jakarta in 2017 to 45 stations, running quality forecourt hardware — Wayne Helix dispensers, a DFS Fusion site controller, ProGauge tank gauges — but with station tills and head-office processes that hadn’t kept pace with the network’s size.
What DAE deployed
In 2023 the network selected the Retail POS and Central Management modules from DAE (Digital Assistant for Energy). DAE integrated directly with the existing Fusion v3 forecourt controller — no dispenser, controller, or gauge was replaced. The POS rollout to all stations took less than one month.
With the platform live, head office switched on DAE’s Loyalty & Promotion module. The flagship campaign — buy 25 litres, get 1 litre free, delivered as a QR voucher printed on the receipt and redeemed at any handheld POS — was configured centrally and pushed to every station.
The result
In the twelve months after the promotion engine went live, fuel sales volume grew 40%. In a market where the selling price is capped, that volume growth is the whole game.
Just as important is what head office can now see. Shift and end-of-day reporting flow in from all 45 stations; fuel sales are reconciled against tank movements automatically; prices are set centrally and propagate to pumps, price signs, and tills in minutes.
“Head office finally sees sales and wet stock across the whole network in real time. We act on problems the same day — not at month-end. And when the numbers don’t line up, our operations and maintenance teams can drill straight down to where to look.”
The network bought only what it needed, when it needed it: POS and central management first, promotions when the platform was ready to carry them. Each module went live on infrastructure the network already owned.