Shell to raise its forecourt shop profile by partnering with Waitrose

Shell and Waitrose will trial two Little Waitrose c-stores at Shell petrol stations in London in a bid to exploit the growing convenience retail opportunity at UK forecourts.

The UK service station convenience retail market is worth almost £4.4bn and one in two motorists buy something from the forecourt store when filling up. Ashima Jain, retail analyst at Verdict, comments: “There is still a huge untapped potential in the service station convenience markets as a large number of consumers remain unconvinced about the quality of the stores. The introduction of a strong grocery brand such as Waitrose at petrol stations can definitely help convert them in a way that oil brands have found extremely hard to achieve.”

Ms. Jain adds: “This move is Shell’s answer to BP’s collaboration with M&S. It will help Shell in lifting the overall profile of its sites and therefore more strongly challenge BP’s market dominance in the UK fuel retail sector.”


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