These changes have accelerated in the last few years and today service stations are on the way towards a completely different concept to what we have known for so many years, incorporating not only new types of energy, but an entire range of products and services that often don't have anything to do with their traditional business. In this way, service stations are today becoming multiservice meeting points, where the driver can refuel or charge their vehicle, but also collect online orders, sit at a table to savor a good Iberian ham (jamón), or get good coverage to take part in a meeting.

The development of technology is also favoring some changes in habits of drivers. The improvement in the efficiency of combustion engines has reduced the consumption of fuels, while electric vehicles can now also be charged at home, work, shopping malls, and other public spaces. The result is that drivers now visit service stations less frequently, although they stay there for longer when they go to charge their electric car, as the charging times continue to be longer.

On the other hand, the use of new digital technologies is giving more power to consumers, who now relate with brands basically through their cellphones, have access to more information and, above all, more choice. In order to attract and retain these increasingly more demanding and informed customers, brands today are making an effort to make their purchases more comfortable and provide them with a more personalized and attractive offer, relying on digital tools such as artificial intelligence (AI) or the internet of things (IoT).

This change of business model is already underway and today service stations are incorporating into their offer new products and services, both energy and non-energy. Moreover, they are transforming their facilities to make their customers' visits more comfortable. These are those with whom they try to establish a more emotional relationship, based on the use of digital tools that allow to personalize offers, benefit from savings and discounts, and make the entire purchase process easier.

• Diversification of the energy offer

One of the main catalysts of the transformation of service stations is the incorporation into their offer of new energy sources, which allow the reduction of the carbon dioxide (CO₂) emissions of road transport, such as 100% renewable fuels, electric charging, or natural gas vehicle.

• New products and non-energy services

Service stations can become key points not only for energy supply, but also for new purchase experiences and complementary services. With a charging time of electric vehicles considerably longer than that of traditional refueling, customers will have more opportunities to consume additional products, which opens the door to the incorporation of new services, such as the collection and return of online purchases.

• Spaces to improve the customer's experience

If they have something clear in the sector, it is that the future of service stations is closely linked to the consumer's experience. It's now not enough to provide a quick and efficient service. The current customer seeks more. Millions of people visit service stations every day and, although some only stop to refuel, increasingly more customers see in these stops an opportunity to make purchases or enjoy a good meal while they wait or rest from a long journey.

• Digital solutions for the customer

Another of the keys to improving the experience of customers is using digital technologies, to improve loyalty programs and payment solutions. In this field, "the aim is to create a fluid and attractive customer experience through the digitalization of the entire journey," Boston Consulting Group explains in its study, "from receiving information on promotional offers while the customer goes to the service station to the use of the cellphone to pay when leaving."