Shell Targets 50% of Profits from Non-Fuel Activities with Station Revamp

In a broad redesign, Shell is progressively transforming its stations into multi-service hubs, aiming for half of its global network profits to come from non-fuel activities such as mini-retail, coffee shops, and electric vehicle services. From simple fuel stations to ‘meeting points,’ these facilities combine fuel, coffee, shopping, food, and electric charging services, as noted during a press event by Kiri Kalatzi, General Manager of Coral A.E., the Motor Oil group company representing Shell in Greece and other countries. ‘The station space is changing and evolving, with strategic planning focused on making customers want to stay longer, whether to shop at the mini-market or enjoy a coffee,’ emphasized Marketing Director Kostas Karagiannis. He added that they are currently testing the convenience retail model both inside and outside stations, with the next two years shaping future decisions under a five-year investment plan. The shift towards electric vehicles plays a crucial role in this transformation, requiring longer stays for charging, prompting Shell to gradually enhance service offerings like mini-retail stores, laundromats, cafes, pharmacies, and meals. Notably, Core Innovations, a subsidiary of the Motor Oil group, recently acquired the TWENTY 4 SHOPEN retail chain and the Taresso coffee company. Of the 791 stations in Greece, 470 are fully operational with retail spaces, while 130 offer coffee and food. New stations include designated retail areas, with services tailored according to square footage. Regarding liquid fuel, Sales Network Retail Director Leuteries Iatropoulos stated that there’s no immediate reduction in liquid fuel focus, continuing investments in this area. Coral A.E. leads in market share, handling 1.5 billion liters annually and serving 200,000 daily customers, employing 316 workers with active B2B presence in fuels, chemicals, and shipping, while continuously updating its network. The first phase of the Shell GO+ and Sky Express collaboration will launch in early June, lasting until late July, with potential for further expansion.