(Left to Right) – Boost Juice Malaysia owner Nick Tiernan, Shell Malaysia managing director Datuk Azman Ismail and Berjaya Corp Bhd Director of Retail Yau Su Peng with some of the food and beverage offerings available at the new Shell Select store.
PETALING JAYA: Shell Malaysia plans to increase the revenue contribution of its retail stores at Shell Select stations to more than 50% by unveiling an all-new retail concept and upgrading the petrol stations.
Datuk Azman Ismai, managing director of Shell Malaysia Trading Sdn Bhd and Shell Timur Sdn Bhd, said in line with its three-year transformational programme Welcome to Shell, the company plans to have 30 Shell Select stores with the ‘food oasis’ design and 100 more upgraded to premium store format this year.
He said each store would be individually customised with different food offerings to meet the needs of local consumers, with modern revamped looks featuring facilities like seating lounges, complimentary Wi-Fi and charge stations as well as upgraded restrooms and prayer rooms.
“We pre-select the combination of foods to meet the needs of the community, and prior to this, we will do customer research in the locality of the selected store to understand the needs of the community in order to give them the added value versus other places,” said Azman.
The 130 stores to be upgraded, chosen from over 400 stations in Peninsular Malaysia, are mainly located in the central part, the Klang Valley and Johor, he told reporters at the launch of the new Shell Select programme in Petaling Jaya on Wednesday.
Azman said research by Shell Malaysia last year found 90% of customers expressed the importance of having a place to sit and relax in the store.
He said Shell would partner with a diverse range of local and international food and beverage retailers to bring together popular franchises that will complement its deli2go offerings.
“We are partnering with Berjaya Corp
Bhd which owns the popular Krispy Kreme and Boost Juice franchises, for the launch of the first phase.
“The company also has plans in the pipeline with other local and international food and beverage retailers, and as for locals we have about 10 at the evaluation stage now,” he added. - Bernamsa
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