Connecting pricing, data & automation with PriceEasy
Three questions define the future of fuel and convenience retail: how do you price smarter, connect fuel to store, and turn data into decisions? At UNITI expo 2026 in Stuttgart, MobilityPlaza sat down with the PriceEasy leadership team to find out how they are answering all three.
Pricing, argued Rajdeep Golecha, Founder and CEO, is no longer a back-office function. It has become a strategic weapon for the retailers that know how to wield it. The data is there, he said, but what separates the winners is whether that intelligence is embedded into daily workflows or simply used for occasional strategic decisions. "The customer sees everything as one journey," said Golecha. "Pulling into the site, getting the fuel, walking into the store — it's one connected journey. The retailer that connects both the fuel and the shop together in promotions, activity and loyalty is the retailer that is going to survive in the future."
With 36 years in the industry, Guy Bickerstaffe, VP of Commercial, spoke candidly about the pricing inconsistencies that still plague convenience retail (from manual errors to misaligned product families) and how AI-driven price book management is eliminating them. Electronic shelf edge labels, he noted, are a key part of that picture, removing human error and enabling dynamic pricing that protects margins. "If Coca-Cola goes up in price one week," he said, "Diet Coke and Coke Zero go up at the same time."
On the commercial stakes, Zach Maanum, VP of Sales, was equally direct. With in-store margins far outpacing those on fuel, linking fuel pricing strategy to in-store conversion is no longer optional. His argument centered on replacing slow, error-prone manual processes with responsive, AI-powered decision-making that acts on competitor intelligence, historical trends and customer behavior. "Being dynamic in your pricing will ultimately lead to higher conversion and ultimately higher in-store sales," said Maanum.
PriceEasy's appearance at UNITI expo 2026 made the case that the future of forecourt retail is about intelligence, integration and the ability to act on data in real time.
