FEATURE30 August 2018
The road ahead
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FEATURE30 August 2018
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
James Johnstone, global customer insights director at Shell, thinks the term market research is too limiting. As Shell faces disruption, it’s insight that will help him understand petrol-station shopping behaviour. By Katie McQuater
Think about the last time you filled up your car at a petrol station. The chances are, when you paid for your fuel, you were met by an array of refreshment options. Far from the packets of crisps and fizzy drinks of the past, filling stations now offer a wider, more sophisticated variety of choices – in fact, they’re more like supermarkets than ever before.
Shell is leading the charge on this. With the industry facing disruption from alternative vehicles and fuels, the oil and gas giant is placing many of its bets on retail – and insights are driving this shift.
Shell plans to grow its network of stations by almost a quarter, globally, by 2025, and will add another 5, 000 convenience stores, with retail growth focused on emerging markets including China, India and Mexico.
In recent years, the company has made various strides to adapt to changing consumer needs around refuelling. It ...
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