Westfalen Mobility Hub, Münster, Germany
Company overview
More than 100 years of expertise: The Westfalen Group has been active in the fields of technical gases, cooling and heating, gas stations and mobility, and home respiratory therapy for more than 100 years. Founded in Münster in 1923, this family-owned company supports the future-oriented approach of its customers with its products and solutions. In the 2024 fiscal year, the company generated sales of over 2.1 billion euros with around 2,300 employees.
The Westfalen Group operates around 250 filling stations in western Germany. More than 30 of these stations have already been converted into ALVORE shops. ALVORE is a brand for bistros, filling station shops and mobility hubs, offering a diverse range of food, beverages, convenience products, and innovative services. The brand stands for hospitality, modern comfort, and future-oriented mobility, targeting mobile people, commuters, and travelers who want to accomplish everything and enjoy their visit with just one stop. With shops open around the clock, regionally adapted assortments, modern design in warm colors, a smart, unmanned shopping experience, and a wide range of food and services.
Set the Scene
With our comprehensive digitalization strategy, we are setting new standards for modern retail at fuel stations. Our innovation package includes smart solutions such as self-checkout, digital price tags, the fillibri app, AI-driven pricing, and automated ordering processes. The goal is to enhance both the efficiency and profitability of our locations, while sustainably improving the customer experience. Through the targeted implementation and continuous development of these technologies, we are creating a future-proof, flexible, and customer-centric ecosystem that can serve as a model for the entire industry.
Innovation Overview
- fillibri App:
With the fillibri app, we offer our customers maximum flexibility and comfort: The entire fueling process can be paid for directly at the pump via smartphone. Digital car wash tickets can also be easily purchased through the app, without the need to go through the shop. Additionally, fillibri enables the pre-ordering of coffee specialties, which are conveniently prepared for customers at the pick-up location. This saves our guests valuable time and provides a modern, seamless service experience. - Bistro screens:
In the bistro area, we use dual screens that automatically pull current prices and offers from the checkout data. Price changes and promotions are displayed in real time, increasing transparency and up-to-date information for our guests while minimizing effort for staff. - Multimedia screens at the fuel pumps
Our fuel pumps are equipped with modern multimedia screens that can be flexibly used for various advertising materials. This allows us to reach our customers directly at the point of sale with targeted information, promotions, and services. - Self-checkout:
The self-checkout enables customers to independently and contactlessly pay for fueling, shop items, and car washes. This reduces waiting times, increases customer satisfaction, and relieves staff. - AI-supported fuel pricing
Our fuel prices are dynamically and market-oriented adjusted by an AI-supported system. This allows us to respond flexibly to market changes and always offer our customers competitive prices. - Automatic order suggestions and direct ordering via the checkout
Our checkout systems provide automatic order suggestions based on sales data and inventory levels. Orders can be placed directly via the checkout, making the process more efficient and error-free. - Digital price tags
We use digital price tags throughout the shop. Price changes are centrally controlled and implemented in real time, minimizing sources of error and reducing staff workload.
Challenge & Opportunity
Our primary objective was to deliver tangible benefits to our customers through smart solutions. We focused on saving time, enabling contactless payments, and enhancing overall satisfaction. At the same time, we aimed to relieve our staff by making processes more flexible, straightforward, and error-free. An efficient and less burdened team can devote more attention to customer needs, further improving service quality.
Partnerships & Ecosystem Collaboration
For the development of our payment app and self-checkout solutions, we partnered with fillibri, a dynamic startup specializing in innovative software solutions. In the area of AI-supported pricing, we collaborate with EW-Pricing, who have developed and implemented the pricing model. Additionally, we maintain a close partnership with our supplier Lekkerland, with whom we realize initiatives such as the wine concept and automated ordering processes via the checkout system. These collaborations have been instrumental in driving innovation and ensuring seamless integration across our service offerings.
Setup & Early Experiments
We began our journey towards digitalization and automation by conducting targeted pilot projects and early experiments. Initially, we selected specific locations to test innovative solutions such as the self-checkout system, digital price tags, and the fillibri app under real-world conditions. Modern technologies—including AI-driven price analysis, automated order suggestions, and connected checkout systems—were utilized from the outset. By analyzing sales data and customer feedback, we were able to continuously optimize our processes and increase acceptance among both employees and customers. The insights gained from these pilot projects formed the foundation for the gradual and needs-based rollout of our smart solutions across the entire network.
Digital & Data Enablement
The combination of real-time data, automated processes, and AI-supported systems enables us to make data-driven decisions and continuously optimize operations—from workforce planning and inventory management to pricing and customer communication. With the fillibri app, we offer our customers maximum flexibility and comfort, while also gaining valuable customer data that supports the ongoing development of our services and offerings.
Self-checkout reduces waiting times, increases customer satisfaction, and relieves staff. By integrating partner solutions and connected systems, we create a seamless and frictionless customer experience.
Our fuel prices are dynamically and market-oriented adjusted by an AI-supported system. Data analytics and artificial intelligence allow us to respond flexibly to market changes and always offer competitive prices.
Our checkout systems provide automatic order suggestions based on sales data and inventory levels. This is an example of predictive inventory management: Orders can be placed directly via the checkout, making the process more efficient and error-free, and increasing transparency in the supply chain.
We use digital price tags throughout the shop. Price changes are centrally controlled and implemented in real time, minimizing sources of error and reducing staff workload. In this way, we create a modern, data-driven environment that benefits both our customers and our employees.
Scaling the Innovation
The transition from initial tests to broader rollout of our digital and data-driven solutions was carried out step by step and supported by targeted operational and organizational changes.
For the fillibri app, the first tests were conducted at selected stations with a defined group of users. Employees were thoroughly informed and trained, especially regarding how fuel pumps are automatically unlocked once a transaction is completed.
For the bistro dual screens and multimedia screens, a dedicated platform was established for centrally managing content. Employees received specific training to ensure proper operation and updating of the screens.
AI-supported fuel pricing was initially introduced at a few stations, with particular attention paid to price development and adjustments. Processes had to be adapted, as employees no longer had active tasks in price management but instead took on a monitoring role.
The rollout of automatic order suggestions was also gradual. Careful checks were made to ensure that data was transmitted correctly and orders were placed accurately. Employees were again involved in a supervisory capacity.
Digital price tags first needed to be integrated with the checkout system. After successful integration, employees can now set all prices centrally from the back office, rather than manually placing tags. This streamlines workflows and reduces sources of error.
Through targeted training, process adjustments, and the introduction of new infrastructure, we successfully supported the scaling of our innovations and ensured smooth implementation across the entire network.
Operational Transformation
The innovations mentioned have fundamentally transformed the day-to-day operations of the business:
- Increased efficiency through automated and digital processes
- Reduction of errors thanks to real-time data and centralized control
- Relief for staff and improvement of the customer experience
- Faster and more flexible response to market changes and customer needs
These measures are evidenced by measurable improvements such as shorter waiting times, fewer errors in price changes and orders, and higher customer satisfaction.
Setbacks & Pivots
During the implementation of the self-checkout system, we faced several challenges. First, it was necessary to convince employees of the benefits and address concerns about a potential increase in theft. Integrating the self-checkout furniture into the existing shop layout was also demanding: the location needed to be in the customer’s pathway for optimal use, while still allowing staff to monitor the system effectively. Additionally, connecting the self-checkout to the cash register posed a technical challenge, which we were able to resolve promptly and successfully in close cooperation with the cash register manufacturer.
Impact & Results
We are confident that all of our previously mentioned smart solutions are significantly contributing to sustainable revenue growth. In particular, we are currently experiencing continuous annual growth in our shop sales. Furthermore, through the digitalization and optimization of our processes, we have been able to noticeably reduce personnel costs and labor hours for our franchisees. More efficient workflows and automated systems allow us to deploy resources more effectively while simultaneously enhancing the quality of service for our customers.
Scalability & Future Potential
All of our smart solutions have already been successfully implemented and are considered by us as a comprehensive package for our entire network. We pursue an individualized rollout approach to implement each solution according to the specific needs of each location. For example, we have already equipped six stations with the self-checkout system, and a further four stations are planned for this year. We will carefully monitor and analyze the development and profitability of these locations. By the end of 2026 at the latest, we will make a well-informed decision regarding the further rollout based on the insights gained.
