Safeway Petrol Forecourts
We build forecourt brands designed to transform markets.
Vision. Creativity. Profitability.
Petrol forecourt branding and convenience store design, combined with merchandising and POSM communications, focused on footprint optimization and merchandising solutions.
Consumer needs for motor services have
become more sophisticated
in recent times.Petrol forecourt retailers have responded
to these trends with the addition of fresh grocery,
hot food and other desirable offers.
Multiple store locations - United Kingdom.
Respond to market trends
In response to the increasingly sophisticated needs of consumers, petrol forecourt retailers have expanded their offerings to include fresh roasted coffee, fresh food, hot meals, and other appealing grocery options.
Safeway's approach was to align its petrol forecourt strategy with its ‘Best at Fresh’ initiative, transforming these locations into convenient extensions of their grocery stores. In addition to traditional convenience items like alcohol, tobacco and confectionery, the forecourt introduced a full range of top-up shopping and home meal replacement options.
The success of the concept relied heavily on attracting walk-in customers and non-fuel car drivers. To boost customer engagement and maximize revenue from higher-margin products, the store environment was designed to encourage longer dwell times and optimize retail space.
The layout and design ensured a prominent display of fresh food and high-quality grab-and-go options. Items like bread, fresh fruit, vegetables, pizza, ready meals, and indulgent treats were expertly merchandised, offering customers a compelling and diverse selection.
