Shell & 7-Eleven Alliance Roll-Out in Singapore Completed

• Customers and station operators the ultimate winners in this alliance
• 62 Shell stations in Singapore now offer an enhanced and unique 7-Eleven retail experience for motorists
• Shell stations and 7-Eleven stores boast new look for a friendlier and more welcoming experience

Singapore, 26 September 2007 – Shell and 7-Eleven today celebrated the successful completion of an island-wide alliance integration that saw the change-over of Shell Select stores to 7-Eleven franchises across 62 Shell stations, and the former’s official hand-over of the reins of operations to its convenience retail partner.  A commemoration ceremony held in conjunction with the grand opening of Shell Bukit Batok Road station also saw the unveiling of refreshed Shell and 7-Eleven retail visual identities that are brighter and cheerier, aimed at delivering a friendlier and more welcoming customer experience.

The alliance, announced in June last year, aimed to leverage each other’s brand and strengths while focusing on their respective core competencies.  Since then, Shell and 7-Eleven have been able to further strengthen their retail businesses in Singapore through enhanced service and product offerings, as well as operational synergies.  The outcome to-date has been encouraging with positive benefits for both.

“Our customers are the ultimate winners in this strategic partnership.  Even before the completion of the roll-out from Shell Select stores to 7-Eleven outlets, we have seen an increase in sales for both parties through cross-promotions with Giant and Cold Storage, for example.  Our customers’ positive response to our promotions has been very encouraging and affirms our belief that they value the compelling retail proposition presented by the alliance partners,” said Mr Henry Chu, General Manager, Retail Sales & Operations, Shell Eastern Petroleum (Pte) Ltd.

Besides benefiting customers, station operators have also gained from this alliance.  Shell and 7-Eleven have since invested significantly in service training and technical courses to upgrade and expand their skill sets.  For example, cashiers have been offered baking courses aimed at complementing 7-Eleven’s fresh food offering, conducted by a 7-Eleven chef.  The Customer Intimacy Programme under 7-Eleven promotes enhanced service skill sets and greater flexibility in job scope. 

Commenting on the significance of the alliance, Mr Henry Neilson, Chief Executive Officer, 7-Eleven Singapore, said, “Today marks the celebration of an important milestone, the exciting start of a new chapter in Singapore’s retail scene.  This alliance between Shell and 7-Eleven has demonstrated the successes that can be achieved between two global household brands.  The combination of our strengths and product excellence has clearly resulted in even greater benefits and convenience for motorists and consumers in Singapore.”

He added, “Today’s ceremony is especially meaningful to 7-Eleven, as we recently celebrated the opening of our 400th store in Singapore.  Through this alliance, we continue to deliver our brand promise of being A Store and More.”

Both Shell and 7-Eleven today unveiled new, refreshed retail visual designs that promise to deliver a more welcoming customer experience through brighter and stylish modern looks.  Shell’s new retail design, already tested in other markets, has been proven to improve efficiency at the forecourt and reduce energy consumption, in line with its commitment to protect the environment.  7-Eleven’s new-generation store design is created with customers’ needs in mind – a cheerier look and lowered counters are just some of the elements aimed at taking the customer’s shopping experience to a newer, friendlier, and even more convenient level.

Under the alliance, all convenience stores at Shell stations will be operated by 7-Eleven under the 7-Eleven brand and franchise operating standards.  The company will also manage the forecourt and refuelling operations on behalf of Shell, and run them according to the highest Health, Safety, Security and Environment standards set by Shell.  This is further complemented by 7-Eleven’s leading edge in food hygiene and safety.

Shell will continue to own fuels stock, manage fuel-related logistics and marketing, and be in charge of fuels research and product development, as well as forecourt innovation.

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For more information, please contact:

For media enquiries on Shell:
Edelman
Ms Debra Wang / Ms Julia Wei
Tel: 6347 2324 /6347 2327 or 9761 7870 / 9107 4447
E-mail: debra.wang@edelman.com / julia.wei@edelman.com

For media enquiries on 7-Eleven:
The Blue Edge
Ms Jenny Lam
Tel: 6738 3845 or 9769 6889
E-mail: bizmail@theblueedge.com