Shell launches multi-format Select store strategy in Ecuador
EnergyLíder, the licensee of the brand in the country, has launched its first three points of sale to deploy its non-fuel retail operations.
Shell has launched its first three Select convenience stores in Ecuador, as part of its return to the country since last October. The new points of sale are located in key locations of Guayaquil and Quito, to cater customers who are looking for something more than fuel at the service station.
EnergyLíder, the licensee of the oil company in the country, will deploy a multi-format strategy for the retail brand. By deploying both Select and Select - Fresh Point stores, the company is adapting its offerings to meet customers' needs.
"We will have two convenience store formats throughout the country, Shell Select and Select - Fresh Point. The first is an adjusted proposal for quick and convenient purchases; the second format is a store of up to 500 m2 with an enhanced offer that includes snacks prepared on the spot and alliances with other recognized food brands in the local market," said Fernando Suraty, Marketing Manager of EnergyLíder.
On a global scale, Shell Select stores are one of the greatest hallmarks of the brand, with sales of over 1.4 billion cold beverages, coffee cups and snacks in various parts of the world. There will be two stores in Guayaquil and one in Quito, all offering a wide variety of convenience products as well as special offerings aligned with the format for each one of them. EnergyLíder expects to open a total of eight stores in both cities throughout 2022.
"Our stores will become destinations, instead of just a place to fill up with quality fuel, we will become a stop to refuel, ensure a comfortable ride and a different experience, we are confident that we will gain the trust of our consumers. Shell Select not only has food, candy and staples, but also exclusive store products. We are the first 'boutique wine store' in convenience," added Suraty.
The new stores will offer 24/7 service with a wide assortment of more than 800 references to cover the most basic needs. Shopping experience is enhanced by the “Grab & Go” and “Self service” formats as well as the future implementation of a loyalty programme for customers. In addition, the sites will offer free Wi-Fi and delivery services through the different platforms operating in the country.
