Shell Targets Global Convenience Store Growth

The company is launching a strategy to grow its global convenience retail business and is looking to form long-term partnerships with leading category suppliers to achieve its goal.

April 10, 2014

LONDON – Shell will unveil its future growth plans at a two-day, invite-only event in central London on June 23-24 during the Shell Global Growth Event 2014, an event that provides a platform for future collaboration with retailers and industry suppliers.

Shell will share its strategy and ambitious growth targets in convenience retail and host one-on-one meetings with suppliers on its individual category plans. The event is tailored for suppliers and is by invitation only.

“We want to grow faster than the petrol convenience channel in every market and, in order to do that, we are going to challenge every product category,” said Richard Garcia, head of global category management at Shell, in a press release.

Shell is targeting growth from consumers on the move with new, mission-based category management plans. The retail and supplier opportunity will span 6,000 Shell service stations around the world with a Shell Select convenience store. Shell’s acquisition of the Total network in the United Kingdom two years ago provided the impetus for the latest focus on convenience retail, according to Garcia.

The need for rapid transformation meant Shell began to look beyond tactical considerations and started to focus on the business from the customer’s perspective, he said. “On our journey, we have become more aware of the needs of consumers on the move. While the majority of transactions are triggered by fuels consumption, we have begun to focus on the quality of the offer and how to fulfill the needs of shoppers, on the move and across a week; from providing a cup of coffee on a Monday morning through to a light meal on the way home on a Friday evening.”

The Shell Global Growth Event 2014 will take place on 23-24 June 2014 at the Renaissance St. Pancras Hotel, London.