How Maxol is redefining the customer journey

How does Irish convenience retail giant Maxol harness technology to excel at their world-renowned customer-centric strategy? Join Brian Donaldson, CEO of Maxol, and Brad Sandys from Urgent as they discuss the evolution from fuel-focused operations to modern multi-energy hubs designed around exceptional customer experiences.

Technology and customer experience drive Maxol’s strategic vision

The customer journey in convenience retail has evolved dramatically in recent years, with technology playing a crucial role in enhancing the experience while addressing operational challenges. This week’s episode of Future of Convenience podcast features Brian Donaldson, CEO of Maxol in Ireland, and Brad Sandys, head of business development for Urgent talking about the convenience industry’s evolution.

Donaldson, the reigning NACS European Convenience Industry Leader of 2024, emphasized how rapidly the retail landscape has transformed: “Change in the last 10 years has been much more phenomenal than even the previous 20 years. You know, just with technology and the speed of change and how consumers today are just so well informed because of that simple thing you have in your pocket, the mobile phone.”

This technological revolution has forced retailers to rethink their approach. Maxol, a fourth-generation family-owned business with 105 years of history, has successfully transitioned from a fuel-centric operation to a convenience-led retailer where food service has become increasingly important.

Customer expectations have evolved alongside these changes. When asked what matters most to customers, Donaldson pointed to quality first, followed by the overall experience and environment, with price being the third consideration.

The company’s independent retailer model leverages local knowledge to enhance customer relationships. “Our model is very much based on people who know their customers, who know their staff,” explained Donaldson, highlighting the people-centric approach that underpins Maxol’s success.

Technology has been vital in supporting this customer-focused strategy. Maxol elevated the importance of technology by creating a Chief Information Officer position a decade ago. From AI-driven fuel pricing to contactless payments and self-checkouts, technology has enhanced operational efficiency while improving customer experience.

Brad Sandys emphasized the evolution of customer missions: “Our mission used to be very functional going to c-stores; we used to go there to fuel up, whereas it’s evolved over the last 15 years as the customer experience has become more important because new missions have been introduced.”

Technology also plays a critical role in maintaining service continuity, especially as the industry transitions to electric vehicles. “If one of those EV Chargers isn’t working, that driver probably isn’t going to come back because you’ve likely impacted their ability to get to their destination,” Sandys noted.

Looking ahead, Maxol continues to innovate with its Maxwell Recharge EV hubs, designed with the customer experience in mind. Features like canopies, wider parking bays, and safety lighting reflect customer feedback and needs.

Maxol Newbridge in Kildare, Ireland was recently named a finalist in the Insight Best EV Hub in the World competition for 2025. You can see their entry profile here.

While the EV transition has been slower than anticipated, with electric vehicles representing less than 4% of Ireland’s car fleet, Maxol remains committed to investment in multiple energy solutions, positioning itself as not just a convenience retailer but a multi-energy provider prepared for whatever comes next.

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