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Convenience Retail at the Service Station

  • April 2014
  • -
  • Verdict Retail
  • -
  • 53 pages

Summary
Motorists across Europe are increasingly starting to use service stations as one of the main places to purchase food (after the supermarket). In a European market that is having to raise fuel prices year-on-year due to ever increasing wholesale costs, creating an attractive retail proposition to make up for lost fuel margins is vital to remain profitable and to compete effectively within Europe.

Synopsis
Across Europe, grocery items for use in the home account for 70% of the average retail spend per month at the service station. With motorists increasingly using service stations to purchase grocery items and more major fuel retailers partnering with convenience retailers, Verdict expects this proportion to rise over the next few years.

The average spend at service station retailers that are partnered with a local grocer or fast food retailer is higher than at fuel retailers that only offer own brand retail products. In the UK, some fuel retailers have seen average motorist expenditure increase by up to 13% due to strong partnerships with grocers and fast food retailers.

On average, motorists use the retail facilities at the service station one and half times per month compared to four times to refuel. In order to increase the frequency of retail purchases at the service station, it is important for fuel retailers to examine their product mix and establish how best to target the needs of motorists.

Reasons To Buy
- Benchmark your convenience retail business's profitability by accessing competitors' average motorist basket size and frequency of visit.

- Develop new marketing ideas by examining the shop strategies related to product mix, promotions and partners employed by retailers.

- Examine the breakdown of motorists' average spend by different product categories, to more effectively plan your product mix.

- Drive customer footfall at service station shops by understanding what features customers value and use most at European service stations and shops.



Your key questions answered

- What is the average motorist basket value in France, Germany, Italy, Lithuania, Poland, Spain, Sweden and the UK?

- Which product category is purchased most frequently by motorists at the service station (by country and retailer)?

- Which product category produces the highest sales value (by country and retailer)?

- How are the top fuel retailers across Europe presenting their retail propositions and what effect is this having on average motorist spend?

- How do motorists perceive the various service station shop brands? Which one is considered to be the best brand across the eight countries in Europe?

Table Of Contents

Convenience Retail at the Service Station
Table of Contents
1 Overview
2 Strategic Recommendations
2.1 Re-evaluate current retail space layout based on product category allocations
2.2 Create retail partnerships across local markets
2.3 Focused marketing campaigns
3 Consumer Trends and Market Context
3.1 Perceptions of the service station retail offering
3.2 Motorists' average spend on convenience goods at the service station
3.3 How frequently do motorists visit the service station?
3.4 What retail items do motorists purchase most frequently at the service station?
3.5 Which retail items generate the most sales value at the service station?
3.6 What items and services do motorists feel are missing from the service station retail proposition?
3.7 Key recommendations
4 Strategic Issues
4.1 Food service brand and partnerships
4.2 Physical location and space
4.3 Promotions and value added services
5 Service Station Retailer Propositions Across Europe
5.1 Shell
5.2 BP
5.3 TOTAL
5.4 Esso
5.5 Repsol
5.6 Key recommendations
6 Methodology
7 Appendix
7.1 Websites
7.2 About Verdict Retail
7.3 Disclaimer

List of Figures
Figure 1: European motorists' average importance of services offered at the service station
Figure 2: Amount motorists spend on convenience items per visit to a service station (€) by country
Figure 3: Amount motorists spend on refuelling and using service station retail facilities per month (€) by country
Figure 4: Amount motorists spend per month on convenience items at the service station (€) by country
Figure 5: Breakdown of amount motorists spend on convenience items per visit to the service station in France (€) by category
Figure 6: Proportion of convenience retail products sold by product category (%) by country
Figure 7: Value of convenience retail products sold by product category (€) by country
Figure 8: Aral Petit Bistro shop
Figure 9: Costa Express machine
Figure 10: Hot food cabinet
Figure 11: Most frequent responses to what is missing at the service station
Figure 12: Black Circles tyre kiosk
Figure 13: Fuel retailers and supermarket partnership examples
Figure 14: Marks and Spencer Simply Food range
Figure 15: Sainsbury's supermarket and Sainsbury's Local
Figure 16: Topaz Play or Park loyalty scheme
Figure 17: Tesco Clubcard and Sainsbury's Nectar card
Figure 18: Amazon Locker
Figure 19: Shell average motorist retail spend per month by country (€)
Figure 20: Shell Deli2Go range and retail space
Figure 21: Shell UK average motorist spend per visit by product category (€)
Figure 22: Break Time retail proposition
Figure 23: Shell Germany average motorist retail spend per visit by product category (€) and frequency of visits
Figure 24: BP average motorist retail spend per month by country (€)
Figure 25: BP's Marks and Spencer product range
Figure 26: BP UK average motorist retail spend per visit by product category (€) and frequency of visits
Figure 27: BP Poland average motorist retail spend per visit by product category (€) and frequency of visits
Figure 28: TOTAL average motorist retail spend per month by country (€)
Figure 29: Cafe Bonjour
Figure 30: TOTAL Germany average motorist retail spend per visit by product category (€) and frequency of visits
Figure 31: Esso average motorist retail spend per month by country (€)
Figure 32: Esso UK average motorist retail spend per visit by product category (€) and frequency of visits
Figure 33: Average motorist retail spend per month by company in Germany (€)
Figure 34: Esso Germany average motorist retail spend per visit by product category (€) and frequency of visits
Figure 35: Esso and Aral Fast Food display cabinets
Figure 36: Average motorist retail spend per month by company in Spain (€)
Figure 37: Repsol Spain average motorist retail spend per visit by product category (€) and frequency of visits

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