Meet the Kalibrate Team: Ryan Chettle, Account Manager EMEA

"I’m on the front-line of client interactions in EMEA, so every day I learn something new about these markets. I can truly understand the real challenges fuel and convenience retailers are facing, and reflect that insight back into Kalibrate to influence and improve the company’s product and service offerings."
Meet the Kalibrate Team: Ryan Chettle, Account Manager EMEA

At Kalibrate, we believe our success is driven as much by our people as our technology. So, as part of our new meet the team series, we’re showcasing some of the talent and expertise within the Kalibrate family. This installment features Ryan Chettle, Account Manager.

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What’s your role at Kalibrate?

As an Account Manager, my role is to nurture and develop the commercial relationship with our clients. My focus is primarily Europe, but I also oversee parts of the Middle East and Africa (EMEA).

My goal is to ensure our customers are gaining the maximum amount of value from their Kalibrate solutions while getting a “first look” at new capabilities as we develop our Decision Suite. Are clients utilizing Kalibrate’s proprietary data sets to drive strategic direction and generate incremental value? How would the latest features in Kalibrate Pricing help them price more optimally?

What does a typical day look like?

I take pride in being a true business partner to my clients, so a lot of my time is spent working closely with Kalibrate’s Client Services Team to regularly engage with my accounts. It’s important to me to understand how they’re using their solutions and if there’s anything they can do to extract anymore value for their business.

I keep my clients up-to-date with all the latest innovations in our data, software, analytics, and consulting, and advise if there’s anything new we could offer to add value to their business by making their processes more efficient, or improving their profitability.

I also regularly speak to prospective clients to understand their wider company strategy and explore how Kalibrate can help them achieve their goals.

What do you love about your role?

I love the opportunity my role gives me to learn from, and work with, clients and prospects in many different countries. Unfortunately, because of the pandemic, I’ve not been able to travel abroad to visit my clients like I usually would!

The fuel and convenience landscape can vary greatly from country to country and working across so many markets keeps my job very interesting. I’m lucky that I work with a wide stakeholder group, both internally and externally, and seeing the actual results that clients achieve with the help of Kalibrate is really rewarding.

I’m on the front-line of client interactions in EMEA, so every day I learn something new about these markets. I can truly understand the real challenges fuel and convenience retailers are facing, and reflect that insight back into Kalibrate to influence and improve the company’s product and service offerings.

Why did you choose to join Kalibrate?

I joined Kalibrate in 2018. During my interview, I could tell this was an ambitious company at the forefront of technology in the fuel and convenience retail industry. I was aware they had ambitions for growth and continuous improvement which really appealed to me. In the past two and a half years, the company has added Kent Group Ltd and TAS to the Kalibrate Group, further proving the hunger to grow our product offerings and client base.

What do you think are the greatest challenges and opportunities for retailers in EMEA?

Obviously, one huge challenge fuel retailers are currently facing is the demand destruction caused by COVID-19. Some retailers I’ve spoken with saw volume losses of up to 80% in April 2020. Fuel pricing is always a balancing act between volume and margin, but this has been enhanced during the pandemic.

With decreased demand, should retailers try and drive higher margins to recuperate profitability, or lower margins to try and take as much of the limited volume as possible? To make the best decisions for your pricing strategy, you must understand the local market and price sensitivity of each site in your network.

From speaking with clients, I’ve already seen that — as a result of COVID-19 — spending is being scrutinized in every part of their businesses, so many retailers are focusing on getting the most out of their existing assets.

This is where the real opportunity arises. If you have the tools and data to understand your sites’ micro-markets, you’re able to prioritize investment, making sure that every dollar spent improves a site’s ability to attract customers and drive sales.

Although many are focusing on their existing network of sites, we’ve seen a number of recent acquisitions, alongside retailers looking to sell their assets. This shows that, for those in a position to do so, there’s a great opportunity to grow your retail portfolio.

The growth of electric vehicles (EVs) and alternative fuels is also both a challenge and an opportunity to fuel retailers. The UK recently announced a ban on the sale of new petrol and diesel cars from 2030, and many other countries have similar plans for the next decade.

Fuel retailers have to make decisions on whether to “future-proof” sites by investing in chargers. But with EVs comes increased refuelling time. A customer could be on your site for at least 15 minutes waiting for their vehicle to charge, so catering to the EV consumer is about more than just providing charging points. It’s about providing a destination for a new type of consumer. If you were to introduce a charger, does your site have the appropriate amenities — like WiFi, seating areas, temporary workspaces, and children’s facilities — to attract and retain EV consumers?

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To read more about why fuel retailers need to embrace the growing EV market, and how to cater for EV customers, read the blog: “How can fuel retailers appeal to the evolved EV consumer?

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