Strengths, weaknesses, opportunities and threats

A SWOT analysis provided a structured framework to evaluate and leverage internal and external factors that impact strategic decision-making.

Strengths

• Competitive differentiation: Pilot prides itself on exceptional service and values digital offerings as a way to ensure an efficient, engaged visit experience for Pilot customers. Digital business tools, APIs, and several front-end UIs provide access to offerings such as online ordering, pay-at-the pump, parking and shower reservations, merchandise checkout, and more.
• Wide network of locations and offerings: Over 750 retail locations under multiple brands, each provides diesel fuel, 1-5 QSR brands, merchandise, bathrooms, showers, and wi-fi services, at minimum. Many offer additional amenities, such as roadside assistance, health clinics, and truck washes, to serve OTR truck and auto drivers in their journeys.
• Industry leadership: As North America's largest travel center network, Pilot Flying J has a broad customer base to engage with, making the impact of a successful loyalty program potentially significant.

Weaknesses

• Complex tech ecosystem: With the many disparate systems in place to support fueling, retail, hospitality, amenities, and corporate monitoring systems to monitor, the complexitities could impact project success.
• Public image: Customer trust may be impacted due to recent fraud investigations and layoffs, making a loyalty program harder to sell to skeptical consumers.

Opportunities

• Leveraging data for personalization: Prior-year API enablement and mobile app redesign projects supported integration, which opens opportunity for high-level personalized customer engagement.
• Tech-savvy customer base and workforce: With heavy app usage, the customer base may be receptive to further tech-driven loyalty solutions. An innovative, motivated workforce can contribute to the success of the project.

Threats

• Declining loyalty/increased competition: As Pilot acquisitions and competitor footprints grew, Pilot saw a decrease in recurring revenue from returning customers, impacting customer lifetime value (LTV).
• Miles-per-gallon improvements: As vehicles become more fuel-efficient, consumers stop less frequently, impacting repeat business.
• Rapid distribution expansion: Distribution centers are closer together than ever before, meaning fewer opportunities for OTR drivers to become repeat customers.