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Moving into mobile apps is also on Gibson's agenda, with Fleetcor having knowledge and experience in the US that he hopes to utilise on this side of the Atlantic.
"We're pretty strong in the mobile application space. I see us moving to a space where card and app work together, and you can pair the card with the technology to enable fleet managers to undertake certain activities or the driver to fully understand where the most appropriate filling site is," he says. "These apps are hugely advanced in the US and will be a significant focus area for us going forward. Because of our scale, we probably have the most fuel data of anyone in the UK and we want to bring that to bear for customers to check for low-cost fuel at the most recent prices we have." The enhanced technology could also see targeted special offers from third parties, such as fuel companies, marketed to drivers through the app.
These developments come at a time when there is a decline in the amount of fuel being purchased due to a combination of factors, including cars becoming more efficient and cost-cutting and travel policy changes that have led to fewer journeys.
Gibson is looking to make more noise about Allstar's strengths as part of the charm offensive, to educate customers about the benefits of the card, especially as there's no charge for changing from one supplier to another in the sector.
"We know we've got the best network in the UK, but we don't shout about it and we don't tell customers about it," he says. "On the customer side we were able to rectify the quality and hold our hands up, and I'm confident that going forward people will see that we are a business looking forward to driving enhanced products and services in this field.
"We're in an exciting space now - we have an existing customer base and I want them to understand our value proposition and understand
the additional services we will bring and that we will be offering different product sets to encourage new customers into our brand," continues Gibson. "Some fleets have been with us 20 years or more, some only for a minute, and my goal is to provide products and services that meet the ongoing challenges their businesses face."
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