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- 1. Copyright of Shell International CONFIDENTIAL SHELL SELECT GENERATION 5 Mexico Equipment workshop Global NFR Format June 2017 Shell SELECT Generation 5
- 2. Copyright of Shell International CONFIDENTIAL Agenda: Objective of the “workshop” Overview Of Shell SELECT Generation 5 Manual Overview : Section1: Section 2: Section 3 & Component Pack: Questions, Comments, Feedback Next Steps and actions June 2017 Shell SELECT Generation 5
- 3. Copyright of Shell International CONFIDENTIAL Shell Shop should only be used where a minimum standard offering has not been reached but Shell is still “responsible” for the Shop offering The aspired branding is for Shell SELECT to host all our Non- Fuels offerings, Food Service & Alliances Transition from Deli2go to Deli by Shell will vary by market. We should not launch Deli by Shell in a market unless we are certain that this will add more to the Shell brand than it will detract from the Food offering. Retail Master Brand Shop Offer Food Service Offer ASPIRED BRANDED OFFERING Deli2go will be converted to futura to begin integrating the look & feel closer to the Shell Master brand Alliance Partners Our Alliance partners are integral to Shell Select as we present great brands, offers and services to our customers. Convenience Retail Branded Offering June 2017 3
- 4. Copyright of Shell International CONFIDENTIAL Why S hell created S hell S E LE C T G en 5 The next generation store format 4 LAYOUT LAYOUT OPERATIONS
- 5. Copyright of Shell International CONFIDENTIAL Video June 2017 5
- 6. Copyright of Shell International CONFIDENTIAL June 2017 Why S hell S E LE C T G en 5 is flexible Because no two stores or markets are exactly alike Whether its size, location, market, or customer, every Shell SELECT is different and is designed to meet the needs of customers locally… Flexibility within a single concept to support: -Every customer mission -Markets varying in maturity -Local cultures and locations -Shop types, formats and budgets -Different kinds of brand partner alliances 6
- 7. Copyright of Shell International CONFIDENTIAL ESSENTIAL/FLEXIBLE COMPONENTS June 2017 Shell SELECT Generation 5 Components The building blocks of every new Shell SELECT store Every Shell SELECT Gen 5 store is made up of what we call components. Components can be materials, finishes, equipment, printed and digital communications. They are either 1. ESSENTIAL components: are always present in every store design 2. FLEXIBLE components: may be chosen additionally
- 8. Copyright of Shell International CONFIDENTIAL ESSENTIAL STORE COMPONENTS: ALWAYS PRESENT IN EVERY STORE June 2017 Shell SELECT Generation 5 FLEXIBLE STORE COMPONENT: CAN BE CHOSEN IF REQUIRED ESSENTIAL FLEXIBLE
- 9. Copyright of Shell International CONFIDENTIAL Standard Store ESSENTIAL Components: June 2017 FASCIA (RAL 1023) SELECT SIGNAGE TIMBER PELMET) 9
- 10. Copyright of Shell International CONFIDENTIAL Standard Store FLEXIBLE Components: June 2017 NOTE: Exact materials and colour references will be available in June 10
- 11. Copyright of Shell International CONFIDENTIAL AN EXAMPLE OF ESSENTIAL/FLEXIBLE COMPONENTS June 2017 Shell SELECT Generation 5
- 12. Copyright of Shell International CONFIDENTIAL ADDING DE S TINATIO N C ATE G O R IE S TO C R E ATE MIS S IO N -LE D FO R MAT June 2017 Shell SELECT Generation 5 Creating store designs around the destination categories, which means: - Each destination category has a set of essential and flexible components associated with it - in combination with sore components completes the store design
- 13. Copyright of Shell International CONFIDENTIAL Flexible destination category components Essential destination category components EXPECTED KEY TAKE AWAY FOR THIS 5 MINS… June 2017 Shell SELECT Generation 5 Flexible store components Food for Tonight Tobacco NAB (Drinks) Food for Now Car Care Hot Beverages Alcohol Essential store components
- 14. Copyright of Shell International CONFIDENTIAL Our Destination Categories June 2017 We identified 7 destination categories as part of our brief. These are: 14
- 15. Copyright of Shell International CONFIDENTIAL Hot Beverages Essential June 2017 15
- 16. Copyright of Shell International CONFIDENTIAL Hot Beverages Flexible Elements June 2017 16
- 17. Copyright of Shell International CONFIDENTIAL Hot Beverages Application June 2017 17
- 18. Copyright of Shell International CONFIDENTIAL Food for Now and Hot Beverages June 2017 18
- 19. Copyright of Shell International CONFIDENTIAL Front Counter Components June 2017 19
- 20. Copyright of Shell International CONFIDENTIAL Signage & Comms June 2017 20
- 21. Copyright of Shell International CONFIDENTIAL Hot Beverages Signage in-store June 2017 21
- 22. Copyright of Shell International CONFIDENTIAL June 2017 Shell SELECT Generation 5
- 23. Copyright of Shell International CONFIDENTIAL June 2017 Shell SELECT Generation 5
- 24. Copyright of Shell International CONFIDENTIAL June 2017 Shell SELECT Generation 5
- 25. Copyright of Shell International CONFIDENTIAL June 2017 Shell SELECT Generation 5
- 26. Copyright of Shell International CONFIDENTIAL June 2017 Shell SELECT Generation 5
- 27. Copyright of Shell International CONFIDENTIAL Date Month 2016 27 Footer
- 28. Copyright of Shell International CONFIDENTIAL Date Month 2016 28 Footer
- 29. Copyright of Shell International CONFIDENTIAL Date Month 2016 29 Footer
- 30. Copyright of Shell International CONFIDENTIAL Date Month 2016 30 Footer
- 31. Copyright of Shell International CONFIDENTIAL Date Month 2016 31 Footer
- 32. Copyright of Shell International CONFIDENTIAL Date Month 2016 32 Footer
- 33. Copyright of Shell International CONFIDENTIAL Counters June 2017 Shell SELECT Generation 5
- 34. Copyright of Shell International CONFIDENTIAL Impulse Booster June 2017 Shell SELECT Generation 5
- 35. Copyright of Shell International CONFIDENTIAL June 2017 Shell SELECT Generation 5 Impulse Booster
- 36. Copyright of Shell International CONFIDENTIAL Key improvements Open chiller for NAB Simplified SKU selection Mirrored range at both tills Top SKUs double faced to avoid stock out Increased merchandising space Flexible tiered shelves Product illumination Gen 5 compatible Impulse Booster
- 37. Copyright of Shell International CONFIDENTIAL June 2017 Shell SELECT Generation 5 Impulse Booster
- 38. Copyright of Shell International CONFIDENTIAL Counters June 2017 Shell SELECT Generation 5
- 39. Copyright of Shell International CONFIDENTIAL Manuals June 2017 39
- 40. Copyright of Shell International CONFIDENTIAL Manuals June 2017 40
- 41. Copyright of Shell International CONFIDENTIAL What it looks like S tore illustrations Date Month 2016 41 Footer
- 42. Copyright of Shell International CONFIDENTIAL Shop Type Date Month 2016 42 Footer Standard store 50m² Standard store 80m² Café 80m² Café 120m² Car Care/Lubricants 80m² Car Care/Lubricants 120m² Local Mini Mart 80m² Local Mini Mart 120m² Local Mini Mart 250m² Highway/Motorway 80m² Highway/Motorway 120m² Highway/Motorway 250m² In this section You’ll see what Shell SELECT Gen 5 looks like across a range of different shop types and sizes including in-market examples. Shell SELECT Gen 5 Delivering distinctive retail experiences based on customer missions
- 43. Copyright of Shell International CONFIDENTIAL Café 120m² Date Month 2016 43 Footer Destination categories in this store: • Hot Beverages • NAB (Drinks) • Food for Now (hot and cold) C ore categories in this store: • Snacks
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- 49. Copyright of Shell International CONFIDENTIAL Highway/Motorway120m2 Date Month 2016 49 Footer Destination categories in this store: • Hot Beverages • NAB (Drinks) • Food for Now (hot and cold) C ore categories in this store: • Snacks
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- 51. Copyright of Shell International CONFIDENTIAL
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- 53. Copyright of Shell International CONFIDENTIAL
- 54. Copyright of Shell International CONFIDENTIAL
- 55. Copyright of Shell International CONFIDENTIAL Shell SELECT Gen 5 - Components pack Date Month 2016 55 Footer
- 56. Copyright of Shell International CONFIDENTIAL UK
- 57. Copyright of Shell International CONFIDENTIAL 57 BENEFRUX June 2017
- 58. Copyright of Shell International CONFIDENTIAL 58 DACH June 2017
- 59. Copyright of Shell International CONFIDENTIAL 59 CEE June 2017
- 60. Copyright of Shell International CONFIDENTIAL SOUTH AFRICA 60
- 61. Copyright of Shell International CONFIDENTIAL SOUTH AFRICA 61
- 62. Copyright of Shell International CONFIDENTIAL Turkey 62
- 63. Copyright of Shell International CONFIDENTIAL Shell SELECT Generation 5 June 2017 TURKEY
- 64. Copyright of Shell International CONFIDENTIAL Shell SELECT Generation 5 June 2017 TURKEY
- 65. Copyright of Shell International CONFIDENTIAL Shell SELECT Generation 5 June 2017 TURKEY
- 66. Copyright of Shell International CONFIDENTIAL Shell SELECT Generation 5 June 2017 TURKEY
- 67. Copyright of Shell International CONFIDENTIAL Shell SELECT Generation 5 June 2017 TURKEY
- 68. Copyright of Shell International CONFIDENTIAL Floor seating area 68 Planning for 2017 November 2016
- 69. Copyright of Shell International CONFIDENTIAL Ex. Tiles 69 Planning for 2017 November 2016
Editor's Notes
- Good Day Everyone and Welcome to the launch of the Shell SELECT Generation 5 manual I am fer – Global Formats Project Manager leading the Gen 5 project. Each of us will be taking you through different sections of the webcast
- I will take you through an overview of Shell SELECT Generation 5.
- We have developed what we are calling the Shell SELECT Generation 5 format. The reason: It is our 5th version of store look and feel within Shell hence the naming generation Why the move from NGSF. NGSF was great and for the timing it helped us step up our CR look and feel and offer. It had great growth performance in market however we now need to enhance the look and feel and be able to adapt to customers needs rather than a 1 fits all approach. We have taken inspiration from local markets like the Netherlands, germany, Thailand as well as global trends, category trends, in order to develop Gen 5 Gen 5 is more flexible, more modular and it enables local markets to adapt for their shop types, customer preferences, and cultural differences. It is centred on the customer and designed to enable sufficient flexibility for the markets to meet the combination of missions for their shop types. Technology and innovation must be embedded into what we do in the future, it could be new thinking on merchandising, digital support linked to our wider digital platforms or new technology that enables us to move our sites closer to the carbon neutral targets we aspire too. Most important is that it must be warm and welcoming to our customers.
- The purpose of developing this new look and feel was to have an adaptable format that is cost effective, with local touch but still recognisably Shell We want customers to enjoy their retail experience, have relevant offers at each site & the destination category highlighted as this is the reason our customers come to us for so we need to be the best at it so customers have what they want went they want on their journey
- On the material selections, carefully chosen timber design to give warm feeling As for colour, yellow is used to align to Shell Masterbrand and customers are able link the store to Shell
- Projecting signs are the new elements to Select Gen 5 to enhance the front fascia. It helps customers to determine the destinations. This is a flexible components. In the manual, there are 7 destinations categories for the market to choose from.
- Colours and textures are used throughout Select Gen 5 and align to Shell Masterbrand colour
- As of hierarchy of information, there are 3 ways High level is all the components customers that can see when the store and assist to navigate around. Eye and Buy level would ease the customers in deciding what to purchase in store
- To be better illustrate High and Eye and Buy, I choosed Alcohol categories as an example. High level – customers are able to see chilled wine and beer pelmet Eye and Buy – gondola header and projecting card with the alcohol categories messaging
- Flex aspect. following colour, size and the texture
- Having a high or dark ceiling options
- Where we need to use the direction lights
- Flor tile has a pattern for reducing dust visibility
- Flooring, highlighting the seating area
- For gen5 project sirocco will be ready in Q4
- Counters. The manual has 14 modules that can make up your site specific counter depending on the needs of customers and size of your store. As we know we have many different sizes and shapes of stores. Therefore they are more modular and adaptable There is also queuing components and back counter components. And for all these there are design intent drawings
- some examples of how your counter can look depending on your destination category and there is also chiller and hot display options
- In this section, we can see what a Shell SELECT Gen 5 looks like.
- We developed 5 shop types as a basis for these illustrations : a standard store, a café meaning coffee shop, a Car care shop, a local shop and a Motorway. This is illustrative and based on the shop types that we normally see, so if your shop type is not in here we will work with you in the development of your own shop type. I will now show you 2 examples of what it looks like
- The first example is a café store with 120m2 - Based on the shopping missions and the destination categories we can see here a complete store, with the essential and flexible components of the destination categories. In this layout – the fresh food for now offer is emphasised by chilled and ambient displays at the entrance and with a coffee driving footfall. The Seating in window is adjacent to food and visible from exterior.
- Here you can see an overview of the shop. This café shop type has an extended food and beverage offer and including a large seating space. Also applying the dark timber option, makes it suitable for the warm look and feel we want to create in this environment
- On the exterior we have an external welcome graphic - Highlights destination categories and key services. Different seating is visible from the forecourt and contributes to the café ambience in this shop type
- In this visual we can see a hanging sign – this Highlights ranges or key categories in store. and Island chiller and rattan basket display- can be merchandised with time-of-day products. Also some rattan baskets creates meal solutions for our customers. Our store interior is comprised of paint finishes, tiles, environmental graphic, display equipment (which may be ambient or chilled) and customer communications. The store plan will dictate where the these elements should be located in relation to each other, as indicated by the typical elevations on these pages. In order to create a consistent and clean perimeter, we have introduced a timber-effect pelmet that surrounds the store. The pelmet uses a warm-toned timber-effect material and holds our pelmet category signage: this signage helps customers to easily navigate the space and helps to drive footfall to corners of the store space. The paint finishes available are warm in tone, creating a welcoming ambience in-store. We have two options: . A warm toned beige for use on all perimeter walls . A dark brown green tone for use on perimeter walls when a dark ceiling colour is used, or in larger formats to differentiate a seating area.
- Here we can see a dark wall paint together with a dark ceiling - Creates a more intimate, contemporary ambience and brings customer eye level down to store and products
- Banquette seating - a Soft seating for a longer dwell time. also Geometric floor tile - for a more premium look and feel,
- Our second example is a motorway. With an extended fresh food for now offer, supported by a central seating area.
- Customers have an impression of freshness upon entry to the store with chilled and ambient displays. And the Toilet facilities are located in the corner of the store to drive footfall.
- Large exterior graphic - Expression of the offer in store. Comfortable seating - Visible from the exterior of the store to give impression of a rest space.
- At the entrance we can see an island chiller unit - for the presentation of chilled and ambient products
- High level table - Ideal when incorporating a short dwell time seating variant. Standard design detail can be adjusted to accommodate more seats as required.
- Copper chair - Flexible as suitable for indoor and outdoor use. Multiple options are available when creating a seating area
- We will also share a document with the components pack. This document contains technical drawings in order to assist you and your contractors with the development of components in your market. These drawings can be used as a guide from which to create construction drawings and market specific fixture adaptations. At the back of this document you will also find a full materials schedule showing what is essential and flexible. Next Paul will take you trough the engineering overview.