Shell puts digital tools in the driving seat

Fleet management is getting more complicated for smaller businesses now faced with running petrol, diesel, hybrid and electric vehicles together.

The challenge is not simply choosing what comes next, it is managing what is already on the road while trying to anticipate further future trends.

Janine Albrecht Webb, General Manager, Mobility & Convenience UK for Shell, has spent more than two decades there, with experience spanning digital transformation, payments, marketing, commercial road transport and mobility. Her skillset enables her to navigate an increasing complex fleet management market.

“My legal background taught me the importance of understanding risk, listening carefully to different perspectives, and making decisions based on evidence rather than assumptions. As I moved into commercial leadership, I learned that good leadership isn’t just about making the right decision, it’s about bringing people with you and balancing short-term priorities with long-term value. The combination of legal and commercial experience has helped me approach challenges with both discipline and pragmatism.

“The biggest change is that mobility has become much more strategic. Historically, businesses often focused on keeping vehicles on the road and controlling fuel costs. Today they’re balancing efficiency, cost management, digitalisation, driver experience and, increasingly, sustainability considerations. Technology has also transformed expectations, with customers wanting more visibility, more flexibility and easier ways to manage increasingly complex fleets.”

Why mixed fleets need simpler fleet management

Albrecht Webb’s work in digital customer solutions focused on improving functionality while maintaining security and controls, while her later commercial road transport role involved helping customers navigate choices during the energy transition.

“Things have simply become more complex and more connected over the last 20 years,” she says.

For SMEs, that complexity lands alongside the everyday pressures of running a business. There is no assumption that every operator can simply switch to one technology.

“For many SMEs, the reality is that they are managing a mix of vehicle technologies while still dealing with day-to-day commercial pressures. Cost control remains a key challenge, alongside administrative complexity, cash-flow management, and understanding which mobility solutions are right for their business. Many smaller operators need practical solutions that work today while giving them flexibility for the future.”

That makes fleet management a business administration issue as much as a transport one. Shell’s Fleet App has been created to solve that problem for small businesses managing up to 30 vehicles.

“It helps them manage fuel and EV charging costs, access digital invoices, and control driver spending through a single platform.

“The reason simplification matters is that business owners often don’t have dedicated fleet teams. They need straightforward tools that reduce administration, improve visibility and help them focus on running their business rather than managing paperwork. The vehicles themselves are important, but the ability to manage them efficiently is increasingly critical as fleets become more diverse.”

Digital tools can make fleet costs visible

The shift toward digital fleet management is also changing what smaller businesses can expect from technology in terms of data and functionality.

“Five years ago, many fleet processes were still heavily manual. Today, businesses increasingly expect real-time information, digital payments, automated reporting and mobile-first tools. Technology is helping owners gain better oversight of spending and vehicle activity while reducing administrative effort. For SMEs in particular, digital tools can provide capabilities that were once only available to larger organisations.

“The truth is that effortless digital experiences have shaped the way we all think, feel and act as individuals: ordering items from Amazon, dinner via Deliveroo, streaming films through Netflix, ordering an Uber when needed, checking one’s balance in Monzo, etc mean that those simple interactions have become both the norm and expectation for everything that we now do as B2C or B2B customers. Platforms and digital products must work easily and seamlessly, always.

“When businesses can see spending patterns, manage expenses digitally and access clear reporting, they can make more informed decisions and reduce time spent on administration. Visibility is important because you can’t improve what you can’t measure. Better data helps businesses identify opportunities to improve efficiency and manage costs more effectively.”

The energy transition does not have one route

The temptation with fleet transport is to frame the future as a single destination. Albrecht Webb, however, sees something less tidy, particularly for smaller companies.

“I think the transition will be different for every business,” she says. 

“Smaller companies will adopt solutions at a pace that makes sense for their operations, customers and financial circumstances. Many will take a gradual approach, looking at a mix of technologies and focusing on practical steps that improve efficiency while maintaining business continuity. The key is making the transition manageable, rather than expecting every business to move at the same speed. The speed of change and composition of fleets will vary from business to business in the coming years; there is no one size fits all model or solution.”

That leaves customer experience with an important role to play. If technology intended to simplify fleet management just creates another layer of work, it has missed the point.

“It’s absolutely critical. Most business owners aren’t looking for complexity; they’re looking for solutions that are simple, reliable and easy to adopt. Technology should reduce friction, not create it. If mobility solutions are intuitive and fit naturally into existing workflows, businesses are much more likely to embrace them and realise the benefits.

“One important lesson is the value of data and visibility. Larger fleets often make decisions based on clear operational information, and smaller businesses can benefit from the same mindset. Another lesson is establishing clear controls around spending and vehicle use. It doesn’t need to be complicated, but having the right information and processes in place can make a meaningful difference.”

Fleet management needs flexibility

The wider mobility network is changing too, with convenience and integration becoming increasingly important.

“I think customers will increasingly value convenience and integration. Mobility is no longer just about accessing fuel or charging. People want seamless journeys, looking after themselves as much as the vehicles that they drive, digital experiences and access to a range of services through connected platforms and networks. The organisations that can bring those elements together effectively will be well positioned to meet evolving customer needs.”

For the SME owner, though, the practical advice remains grounded. There is no promise of a perfect prediction or a single answer. Instead, Albrecht Webb stresses the importance of visibility, digital tools and the ability to change course.

For business owners looking to ease the burden of managing an increasingly complex fleet situation, she offers this…

“First, improve visibility by understanding your fleet costs and operational data. Second, embrace digital tools that can reduce administration and help you manage vehicles more efficiently. Third, stay informed and keep your options open, because the mobility landscape continues to evolve and every business will have a different pathway. The goal is not to predict the future perfectly, but to build the flexibility to adapt.”

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