Circle K Sweden's vehicle and trailer rental business runs through the Wheels booking platform, spanning around 250 station locations and 4,000–5,000 vehicles across the country. That scale is exactly why manual pricing was never a realistic option.
Pricing at petrol-station scale
Every location has its own vehicle mix, its own demand pattern and its own competitive backdrop. Multiply that across 250 sites and thousands of vehicles, and updating prices by hand, even a few times a day, simply can't keep up with how fast real demand moves.
50,000 prices, updated automatically
Priceff integrated directly into the Wheels booking platform to take over pricing for roughly 50,000 individual price points, covering every vehicle type at every location. Prices move automatically based on real-time demand and targets set for each site, with no manual work required to keep them current.
Live across Sweden within months
The integration launched in December 2023 and reached full coverage across Sweden by the end of that month, with the remaining gas station locations onboarded through January and February 2024.
The result
"By automatically offering lower prices during quiet times and somewhat higher prices during busy periods we increase volume, revenue and improve fleet utilization," the Circle K and Wheels team said of the rollout.
What this means for vehicle rental operators
Circle K's rollout is a useful data point for any operator wondering whether dynamic pricing can hold up at real scale, across hundreds of locations and thousands of vehicles, not just a handful. The pricing logic is the same regardless of fleet size; it's the automation that makes it possible to apply it everywhere, all the time.
