BP Australia Dealer & Regional Conference, Case Study

Reimagining Fuel Retail with BP Australia

When BP Australia invited Morris Misel to speak at their high-profile Dealer and Regional Conference on Hamilton Island, they weren’t just exploring fuel trends they were asking what comes next when petrol stops being the hero.

Morris delivered a keynote and panel session that went far beyond EV infrastructure. He mapped a future where BP service stations became convenience ecosystem’s part battery swap depot, part café, part smart logistics node. He explored the retail potential of predictive refuelling, blockchain-based energy trading, frictionless payments, and immersive brand environments.

Importantly, he helped reframe fuel not as a product, but as part of a broader energy lifestyle. This insight opened the door for new service models and real estate reinvention, positioning BP dealers not just as energy retailers, but as local experience hubs in a world of multi-source mobility.

Shift: From fuel stations to digitally connected, retail-driven energy destinations.

The result? BP began exploring new formats for hybrid retail, investing in digital loyalty ecosystems, EV servicing, and convenience-led design that repositions their forecourts for a future where the fuel is invisible, but the experience isn’t.