Inside Shell’s first Shell Café, Netherlands
Date : 21 April 2021
Our view
Fuel remains the primary mission at forecourts, but a relevant food offer can convert ‘just for fuel’ missions to more regular in-store purchases. In Europe, for example, coffee is a very important mission, often an everyday routine purchase, so getting this right is vital.
With visit frequency higher at convenience stores, product range and offers should be more time-sensitive to create a sense of individuality and surprise. The flexibility of the convenience channel means that businesses have a fantastic opportunity to test and develop new formats, reach new types of shoppers and roll-out initiatives at scale quickly.