Shell Select retail store -1

Shell Malaysia today unveiled an all-new retail concept at the SH Shell Damansara Jaya station in Petaling Jaya, the first of 30 Shell stations that will feature in its “Welcome to Shell” transformational programme. Based on the concept of being a food oasis for motorists, the store provides food and beverages to customers in a clean, vibrant and friendly atmosphere.

The outlets in the station comprise of Krispy Kreme doughnuts, Boost Juice, and deli2go, which provide a variety of snacks, pastries, juices and coffee. Shell intends to roll out 30 more stations with this concept over the course of this year, located in flagship stations nationwide. A variety of other food and beverage franchises are under evaluation by Shell for inclusion into the new-look retail stores.

Shell Malaysia Trading managing director Datuk Azman Ismail said, “the new retail concept for Shell Select at our flagship stations gives motorists a more pleasant experience on-site, as well as choice and value.”

Asked on whether the new concept will increase revenue for station operators, Azman said, “with this new concept we hope to increase the revenue percentage from the store to above 50% from fuel sales.” Azman declined to divulge the current earnings percentage of Shell retail stores.

Shell Malaysia has over 950 stations nation-wide, and aside from the 30 stores that will carry the revamped retail store concept, will upgrade 100 stations to the premium store format in 2016.