The oil company YPF recorded a 25% increase in fuel sales during the early morning hours at its service stations, as a result of an innovative strategy of dynamic pricing and time-segmented discounts.
The company's CEO, Horacio Marín, explained that the policy aims to gain market share with greater profitability by taking advantage of time slots with lower operating costs. "What I want is to gain market share to generate greater profitability," he stated in a radio interview.
Between midnight and 6 a.m., users can access a direct 3% discount, with an additional 3% if payment is made through the official YPF app, totaling a 6% savings for nighttime refueling. This scheme has already been implemented at stations in Buenos Aires City, Rosario, and Mendoza, especially at those with self-service technology and no operating staff.
The key: technology and artificial intelligence applied to consumption
YPF aumentó un 25% la venta de combustibles en la madrugada gracias a los descuentos
The system behind this policy is called Real-Time Intelligencer, a tool developed internally that allows real-time price adjustments based on variables such as time, location, and customer flow. Marín highlighted that this technological solution is generating international interest, although he clarified that "it's not for sale."
This type of micropricing, common in sectors such as hospitality or airlines, is a novelty in the Argentine fuel market. The tool not only optimizes prices, but also allows the impact of promotions to be measured, adjusts the product offering in convenience stores, and analyzes consumer behavior with a high level of precision.
Greater efficiency, greater profitability
YPF aumentó un 25% la venta de combustibles en la madrugada gracias a los descuentos
The decision to incentivize nighttime consumption is not arbitrary: for YPF, selling one liter of fuel at 3 a.m. is, in relative terms, as profitable as selling 40 liters at 8 a.m. or 45 at 6 p.m. The logic responds to better use of infrastructure and lower fixed costs, which generates higher profit margins even with discounts.
The strategy is part of a comprehensive modernization and digitalization plan for YPF, aimed at increasing competitiveness, reducing costs, building customer loyalty, and applying business intelligence to every user touchpoint.
