Consumer needs have become so sophisticated in recent times that petrol forecourt retailers have had to respond with the addition of fresh, hot food and other desirable grocery offers within this retail channel.
The Safeway approach ensures that its petrol forecourt channel is a convenient extension to it's ‘Best at Fresh’ strategy. Of paramount importance to this development was the offer of distress purchase convenience grocery lines and a home meal replacement offer to support traditional tobacco and confectionery lines.
Roadside retail, a better customer experience that inspires brand loyalty.
Working closely with a special team put together by the CEO of Safeway for the project, we presented store planning concepts that showcased a selection of fresh foods and quality food-to-go. Fresh fruit, vegetables and pizza, as well as fresh ready meals and treats which were attractively merchandised offering the consumer a compelling retail proposition.
Rethinking the refuelling petrol and convenience food brand experience.
The result has been that the food range enjoys growing significance in the petrol forecourt retail channel, and other product lines such as health and beauty, beers, wines and spirits and ambient everyday products have been given a design revamp. Safeway complimented the offer with fresh flowers and gifts facilitating high margin impulse purchase opportunities.