Aral changes its operating model to have more control at the store
The leading fuel retailer in Germany will centrally manage the c-store business at its 1,240 stations to ensure faster alignment and a consistent offer while providing a new revenue mix for its partners.
German fuel retailer Aral is setting a bigger focus on its convenience business by changing its operator model, gaining more control and speed. BP’s brand for Germany wants customers to have a modern, consistent shop offer regardless of which Aral station they visit.
The petrol station market leader will begin to centrally manage the shop business at the 1,240 company-owned stations. The conversion will begin in April and is scheduled to be completed by the end of 2022.
The new model will look to make changes to products and prices faster and seamlessly, ensuring their product offering is more flexible.
"With the introduction of the agency model, we are creating the prerequisites for a faster alignment of our product range to changing customer needs. This includes both the product range and the product prices. The shop business in the agency model offers the best prerequisites for this. The high-quality and consistent implementation is in the common interest of Aral and our service station partners," explains Johannes Rödder, project manager for the introduction of the new operator model.
Shop design, assortment and inventory in one hand
Aral assumes responsibility for the merchandise and the entire inventory of products. The changeover leads to a changed revenue mix for the petrol station partners. They will earn commissions on the different product groups at the store. In addition, their fuel commission will increase. The car wash business and ancillary businesses such as workshop offers or lottery sales points will remain the responsibility of the service station partner. They will continue to bear personnel responsibility and are responsible for the operation of the location.
"We are convinced that cooperation with independent partners offers optimal conditions for the operation of our petrol stations. This enables us to take full advantage of entrepreneurial opportunities and optimise costs together. In this way, we make ourselves fit for sustainable growth in the shop business," says Rödder.
With around 2,400 petrol stations, Aral is the leading retailer in Germany, the biggest European petrol station market. Aral has been bp's petrol station brand in Germany since 2002. More and more stations are being equipped with REWE To Go shops, offering customers a large and high-quality range of fresh snacks and hot meals.
