From worrying about each other to believing in each other
About Shell
Shell is a group of energy and petrochemical companies operating worldwide. With more than 650 stations and a daily visit of half a million customers, Shell is the market leader in the Dutch petroleum market. The most prominent outlets are the approximately 450 manned service stations along Dutch roads. The Retail organization's mission is: to be the best fuel retailer in the world.
Challenge
The world is changing rapidly, especially in the areas of mobility, energy, wellness, retail and food. In this light, Shell wants to develop a new vision for its, initially Dutch, highway stations. The current proposition is seen as dated and it is important to arrive at a new concept for these stations. Where the competition is moving, but mainly taking small steps, Shell really wants to go to the next level. The plan was to have 2 stations renovated as pilots within a year.
Approach
Gain keen insight into the changing world and its consequences and opportunities for the Shell highway stations. A clear and inspiring future vision and role for the Shell highway stations: how are we truly significant and what is our distinctive character? A lived next level total concept for the Shell highway stations in the Netherlands, including layout and artist impression. This new value proposition translated into total concept, product range, concept signatures and online & offline services.
Result
- Runs 35% above forecast
- Distinctive proposition 'hygge & hospitality'
- 2022 rollout of top 10 locations in the Netherlands
- 2023-2025 Benelux rollout
