Mastering the Margin: How EG on the Move is Redefining Fuel Retail Strategy with PriceEasy

Published on: Apr 17, 2026

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Leading the Pricing Revolution | Fueling the Journey Ahead

New Era of Retail

By Imran Patel, EG on the Move, and Salim Patel, PriceEasy

Salim Patel: In the high-stakes world of fuel retail, volatility is the only constant. For years, retailers have been caught between the hammer of fluctuating oil prices and the anvil of local competition. But today, the game has changed. It is no longer just about who has the best location; it is about who has the best data and who can act on it the fastest.

I recently had the pleasure of sitting down with Imran Patel, Director of Fuel Strategy at EG on the Move (EGOTM). With over 150 sites and an aggressive growth roadmap including new acquisitions and "New-to-Industry" (NTI) developments, EGOTM is a titan of the industry. Our conversation moved beyond simple software. We talked about the pain of manual processes, the risk of margin leaks, and the "Magic Wand" of POS connectivity.

Phase 1: The Challenge - Life Before the Digital Shift

Salim Patel: Imran, let’s go back to the beginning. Before PriceEasy, what did the daily battle look like? Even with a solution in place, what were the hurdles keeping you up at night?

Imran Patel: We’ve always been a forward-thinking business, and we did have a solution in place previously. But as our contract came to an end, we had to be honest with ourselves: the system could have been better.

In this industry, speed is the ultimate currency. We are currently managing almost 150 sites, and with new sites and potential acquisitions coming down the pipeline, we couldn't afford a system that lagged. We needed something modern, something built for the demand of a massive, scaling network.

The "Pain" of the Manual Survey: Before adopting PriceEasy, we were heavily reliant on manual surveys for competitor prices. Think about the manpower and the time involved in that. By the time a survey is completed, recorded, and sent to HQ, the market has often already moved.

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The Risk of the "Slow Move": When you react slowly to a local competitor’s price change, you aren't just losing a few cents; you’re experiencing margin leaks and losing volume. Without the right analytical modules, it’s hard to see the bleeding until the end of the month. We needed to improve our reaction times to protect both our margins and our customers' loyalty.

Phase 2: The Solution - Why PriceEasy Stood Out

Salim Patel: Selection criteria in this space are usually rigorous. You looked at the entire market - what was it about the PriceEasy roadmap that tipped the scales?

Imran Patel: It came down to the development roadmap. PriceEasy is way above what other providers are offering. It wasn't just a pricing tool; it was a strategic intelligence platform.

Three elements changed the game for us immediately:

The 4-Dot Rating System: This gives us a clear visual on exactly how accurate a price is. It’s about trust in data. Because we trust the data, we’ve been able to create strategic rules per store, allowing us to be hyper-competitive.
Location IQ: This has been massive for our NTI (New-to-Industry) sites. When we assess a potential new location, Location IQ helps us understand the demographics and the true potential of the site before we even break ground.
The Fuel Finder Advantage: Strategically, one of the most impressive moves PriceEasy made was providing us with the Fuel Finder government link at no additional cost. This wasn't just a bespoke addition for EGOTM; PriceEasy has provided this for all of their customers. Having that direct line to government-mandated price data integrated into our workflow ensures total transparency and compliance without the added overhead. It shows they are invested in our success, not just our subscription.

Implementation - A "Smooth" Transition: People often fear the "integration nightmare" with their POS or back-office systems. For us, it was seamless. From inception to implementation, PriceEasy provided "handholding" and ongoing support that was excellent. It is fully automated straight to the POS, which is exactly the kind of friction-less workflow we require.

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Phase 3: The Results - Measurable Impact on the Bottom Line

Salim Patel: Now that you’re live across the network, how has the ability to change prices from a single screen transformed the way your team operates on a Tuesday morning?

Imran Patel: The impact has been massive. The ease of use and the display of key information are the standout factors. I’ve been able to set up a personalized dashboard that shows me exactly what is important to me in real-time.

Speed & Strategy: We can now react to a competitor’s move faster than ever before. We aren't just guessing; we are using volume metric tools to see the "delta" between our sites and the competition. This allows us to make real-time changes that remain perfectly in line with our overarching pricing strategy.

The FIFO Margin Breakthrough: One of the best examples of our partnership happened recently. We requested a specific column for FIFO (First-In, First-Out) margin. In the past, a request like that might take months with a software provider. PriceEasy had it done in 2 days. That level of agility is unheard of.

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Phase 4: The Testimonial - The "Magic Wand" for Retailers

Salim Patel: If you had a "Magic Wand" and could pick just one game-changing aspect of the platform, what would it be?

Imran Patel: It’s hard to pick just one, but the Connectivity to POS is vital. Knowing that the POS has received the price and crucially that it has been accepted is a game changer. We’ve installed PriceEasy’s Avatar on the BOS which shows us connectivity on the dashboard. This provides us instant visibility if an internet connection is down.

Our POS systems are linked to our Pole Signs. When I send a price, a prompt appears for the cashier to accept. There’s an auto-approve option that we are currently exploring for 100% automation. I can see the ‘acceptance’ status clearly on my dashboard. If a site stays "red," we don’t wait; we investigate immediately. That visibility ensures 100% execution of our strategy.

See why leading retailers choose PriceEasy

The Recommendation: To any fuel retailer currently on the fence about automating: Absolutely do it. For EG on the Move, we needed a system that aligned with our DNA - we are always looking to improve and refine our processes using technology. PriceEasy provides an excellent platform to ensure our strategies are implemented exactly how and when we want them. It is quite simply the best system I have seen so far, and they just keep making it better.

The Closing: Looking Ahead

Salim Patel: Imran, thank you for the trust you’ve placed in PriceEasy. Seeing EG on the Move scale so effectively is why we do what we do.
The future of fuel retail isn't just about the fuel in the ground; it’s about the intelligence in the cloud. We are proud to be the engine behind EGOTM’s pricing strategy.

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