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FUEL STATIONS MOVING FORWARD ORANGE PAPER #3 PART OF JOS DE VRIES INTERNATIONAL B.V. UBER. CAR SHARING. SHARING IS THE NEW OWNING. THE WAY PEOPLE LOOK AT CARS HAS CHANGED. THE CAR IS NO LONGER THE STATUS SYMBOL IT USED TO BE. AND THAT HAS BIG CONSEQUENCES FOR THE FUEL STATION. TIME TO REINVENT! BECAUSE THE FUTURE IS THE SHOP . WITH ITS GREAT LOCATION THE SHOP CAN BE THE HUB OF OUR DAILY LIFE. BRINGING CONVENIENT FRESH FOOD SOLUTIONS. CREATING INSPIRING AND SURPRISING STORES THAT ADD VALUE TO YOUR TRIP OR YOUR NEIGHBORHOOD. ARE YOU READY FOR CHANGE? FUEL STATION SIMPLICITY IS THE KEYNOTE OF ALL TRUE ELEGANCE COCO CHANEL ROY H. WILLIAMS THE FIRST STEP IN EXCEEDING YOUR CUSTOMER’S EXPECTATIONS IS TO KNOW THOSE EXPECTATIONS THE FUTURE OF THE FUEL STATION GROWING NEED FOR CONVENIENCE & FRESH It’s not only the world of fuel that is chang- ing. Parallel to it there are other major devel- opments in our society. These have positive effects on the shop. People are busier than ever: two working parents, highly demand- ing jobs, urbanization... it all drives the need for convenience. Food service is growing. As a result, people are willing to pay more for food on the go and other convenience solutions. And what better destination than the fuel station? These locations are easi- ly accessible: on the way to work, or close to where people live. And then they will not just offer a small, compressed version of the local supermarket, but instead real quality fresh food to go. More and more fuel companies understand that fuel and food are different things, and with mobile payments and paying at the pump there is no functional need for the shop as pay point. There is no need to enter the shop during the fuel customer’s journey. That’s why more and more fuel stations are unmanned. The shop is for anoth- er need; namely for a snack, to get cigarettes or to browse around. Some brands exploit both forecourt and shop themselves, other brands choose to specialise and connect with third parties to operate the shop. SEPARATION OF FORECOURT & SHOP Although the forecourt faces some challenges going into the future, the shop still has full potential. And we see that revenue from fuel station shops is growing. Where in the past the forecourt dominated, today there are more and more locations where the shop is even more profit - able then the forecourt. So let that be our message to the sector: there is so much more po- tential in the shop then we see at the moment. Especially in the fresh product offering. Consider the ab - solute goal for the fuel station of the future: to be independent from fuel, and independent from tobacco. No low margin, just high profit prod - ucts. And that can only be realised with a clear focus and smart fresh. The world is changing rapidly, but in which direction? Will the future car be electric or maybe even driving on hydrogen? Will we still drive it ourselves, or will it drive on its own? Uber, car sharing, carpooling. The future of traditional transport is question- able. It seems too obvious to state; these ques - tions keep the fuel station market up at night. How do we react to the world around us and make sure that technological de- velopments do not make the fuel station obsolete? The sector is already taking the first steps towards the future. Fuel sta - tions are rethinking their role in a changing world. So what’s the next step? We believe there will be a shift in importance from the forecourt to the shop. From fuelling your car to fuelling yourself! COMMUNITY CENTER OR DESTINATION POINT? The current shop is often driven by speed and convenience: ‘I need to eat some- thing,’ or; ‘I need to find a small gift to bring to the party tonight.’ The future shop is driven by surprise and experience. From need to want. ‘I want to eat something, because I love the sandwiches.’ ‘I want to browse for some gifts.’ Easier said than done of course. So how will you make that difference? Know what moves your target group: what are the functional and emotional needs? What is already available in the surroundings? What is the gap in the market? 1. UNDERSTAND YOUR TARGET GROUP BETTER A smart fresh assortment combines great qual - ity products with fair prices. A common pre- conception is that food at fuel station shops is of low quality or poor value for money. But there are many ways, with great logistics and efficiency, to offer the right fresh products at the right place and at the right time, without driving the price up through high employee costs or other factors. 2. SMART FRESH (CONVENIENCE) ASSORTMENT ‘Big brands’ are considered suspicious and the challenge is to appear close to your customers and to really understand their unique needs. For example, to be flexible and able to react quickly to trends. 3. BE FLEXIBLE & SURPRISE The concept must fit the location, as al - ready mentioned in earlier points. Highway or non-highway locations are different. And if there is no gap in the market because all customer needs are already covered by other players in the shop’s catchment area, then do you still want to invest? You have to make choices! 4. DARE TO MAKE CHOICES Mass-scale is suspicious. Especially the big fuel brands are not that popular at the moment. How do we create a brand that is closer to the people and that feels safe and trustworthy? That’s what we call ‘small at the front, big at the back.’ You can still profit from all the advantages of being a big company but communicate in a small and authentic way. Increased attention to local differences, supporting great staff and community involvement create a more likeable brand. THINK BIG, BUT TALK SMALL THE FUTURE FUEL STATION IS MORE FEMININE & DIVERSE Society is changing and so is the target market for fuel stations. The target group is becoming more diverse as a wider va - riety of people enter the job market. More women and people of different ages and backgrounds make up an ever-increasing share of the workforce. All these people are increasingly traveling for work, and want to see themselves represented in the communication of fuel stations and shops, often in a less masculine way. LOCATION-BASED CONCEPTING Every location has its own characteris- tics and context. How do people use this specific station? What is available in the surrounding area? In general, there are some key distinctions that make a location segmentation: rural or urban, for example. However, the main difference can be found between highway and non-highway loca - tions. HIGHWAY At the moment highway shops are still very functional and inter- changeable. People stop, often out of habit, because they always stop there; it is en route and they need to get a quick bite or drink. We expect this to change. The future shop will be less ‘must’ and more ‘want’. Dif - ferent shops will compete with each other with their fresh food offering. To remain relevant to customers, a distinctive fresh food offer will therefore become more and more important. Shoppers will no longer accept a functional assortment for high prices, they are going to ex - pect a surprising fresh food offer. NON HIGHWAY For non-highway locations custom- er routine is also very important, but it is combined with proximity as the non-highway shop is greatly influ - enced by its surroundings. What food services or other competing con- cepts, beyond the offer of other gas stations, are locally available? The fu - ture shop must respond to the needs of the customer in the catchment area. Differentiating from other food- to-go providers in the area elevates a fuel station shop to the next level of (qualitative) convenience. Maybe it’s possible to go even further and pro - vide services like a pick-up point or post office for the neighbourhood. The location profile defines a shop’s layout and assortment range. Based on the shop’s proximity and traffic, the assortment shifts from food-for-now to food-for-later. The location profile is determined by tabulating traffic and proximity for each venue. It then falls into one of three categories: 1. High traffic 2. High traffic, high proximity 3. High proximity LOCATION PROFILE LOCATION PROFILE PROXIMITY TRAFFIC LOW LOW HIGH HIGH FOOD NOW +/+ FOOD NOW + FOOD LATER + FOOD NOW +/+ FOOD LATER +/+ 2 3 1 FORMAT: 1. HIGH TRAFFIC 2. HIGH PROXIMITY 3. HIGH TRAFFIC & PROXIMITY FORMAT DIFFERENTIATION HIGH TRAFFIC, HIGH PROXIMITY 175M 2 HIGH PROXIMITY 75M 2 COFFEE TO GO FRESH COUNTER CHECK OUT STANDING TABLE PROMO DRINKS FOOD LATER CAR RELATED IMPULSE FOOD IMPULSE NON FOOD IMPULSE PASTRY STANDING TABLE COFFEE BAR FRESH COUNTER CHECK OUT IMPULSE FOOD PROMO IMPULSE NON FOOD CAR RELATED SEATING AREA DRINKS COFFEE BAR FRESH COUNTER BREAKFAST - LUNCH FRESH COUNTER SNACK - MEAL CHECK OUT SEATING AREA IMPULSE FOOD FOOD LATER PROMO FOOD LATER PROMO IMPULSE NON FOOD DRINKS CAR RELATED STANDING TABLE 2 3 HIGH TRAFFIC 125M 2 1 TRANSFORM FOOD-TO-GO INTO A SMALL PLEASURE TRANSFORM THE READY MEAL TO A PREPARED MEAL SHOWCASE FRESH PREPERATION ON THE SPOT SURPRISE BY FREQUENTLY CHANGING THE FRESH MENU DIFFERENTIATE FORMATS TO SCALABLE TRAFFIC AND PROXIMITY STRETCH YOUR CONVENIENCE OFFER BY APPLYING OMNICHANNEL TOUCHPOINTS PRICE POLICY: # EVEN FOR HIGH PRICE = BETTER FOR EVEN PRICE SEVEN WAYS TO IMPROVE YOUR SHOP OUR RECOMMENDATIONS 1 2 3 4 5 6 7 WE CREATE WHY Highway gas stations have become interchangeable, serving merely as a nec- essary routine stop. Lack of differentiation drives the dependency on price. There is a gap in the market for a better and more indulgent fresh food-to-go offer, which is perceived as a small plea- sure. SHELL HIGHWAY HOW Shell transforms their high- way traffic locations from a ‘must’ routine stop to a ‘want’ destination stop by offering the ultimate combi - nation of convenience and indulgence. WHAT The new concept is based on four pillars: 1.Better quality, equal price 2.The excellent food shop ex - perience 3.High-profile product heroes 4.Convenience beyond expec - tations STORE CONCEPT From the store entrance the full overview of freshness and hospital- ity is overwhelming. The counter starts with a coffee bar section de - signed with a homey atmosphere. The rest of the counter flows from the breakfast/lunch offering to the warm snack/meal offer. All food preparations and presentations are at eye level with a central role for the ovens that produce the warm, freshly-baked goods. The lighting, use of colours in the store design, and the wooden feel of the count- er; combined with the appealing and relaxed seating area; enhance and embrace the intended welcoming foodie vibe. Digital screens and graphic communication panels evoke a contemporary fresh food-to- go concept, unlike regular highway gas station locations. WHY Fuel is no longer a retail dif- ferentiator, and the limited traffic due to a non-highway location makes it necessary to reconsider the role and purpose of a non-highway gas station. There is a gap in the market for a high-profile fresh food proximity concept as an alternative to standard fast food providers and in- convenient supermarkets. SHELL NON-HIGHWAY HOW The location transforms from a fuel traffic location to a food destination location. In the short term the primary focus will be on breakfast, lunch, and snack moments in combination with coffee. Eventually convenient din- ner solutions (as alternatives to supermarket and fast food takeaway) will play a prominent role as well. WHAT The new concept is based on four pillars: 1. Better quality, equal price 2. Always fresh and varied 3. High-profile product heroes 4. Locally connected STORE CONCEPT When you enter the store, all attention is directed to the high-visibility fresh food counter. In the middle of the back wall fresh-baked loaves of bread are prominently presented. Bread and pastries are baked in the centrally-located oven in full view behind the counter, and the bak - ing process takes place throughout the day to prove freshness and entice the senses with delicious aromas. At the counter all food prod- uct preparations and presentations are at eye level. The coffee sec - tion upholds the appeal of small pleasures. Wooden interior touches create a warm and cosy atmosphere that is so foreign to the standard gas station. Last but not least, the digital screen and graphic commu - nication panel contributes to the impression of a contemporary fresh food convenience store concept. PART OF JOS DE VRIES INTERNATIONAL B.V.
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