News & Media releases

Customers the real winners from Shell - 7- Eleven Alliance

07/06/2006

A new strategic alliance was announced today between Shell Singapore and 7-Eleven (Singapore) aimed at providing customers greater convenience. The Alliance, when fully rolled-out, will see 7-Eleven become the operator of Shell Singapores retail network of 65 service stations which Shell owns across Singapore*

Customers will not only be able to enjoy the ease and convenient access to Shell’s competitively priced quality fuels as before, but now with the alliance, they can have a wider and more comprehensive range of products and services at the 7-Eleven convenience stores. 

The Alliance is planned to begin in August 2006 at an initial four service stations and following the successful implementation, will be rolled out to all 65 Shell service stations across Singapore.  Shell will supply fuel products and service station properties and the service stations will be branded both Shell and 7-Eleven.

For Shell, the partnership will strengthen the company’s commitment to maintaining a significant presence in the fuels retail market in Singapore while enhancing its service and product offerings to customers.  With the alliance, 7-Eleven, which is the leading 24-hour convenience store chain in Singapore, can now offer their customers even greater convenience and a wider choice of locations via the Shell retail station network.

7-Eleven (Singapore) is a member of Dairy Farm International (DFI), a leading retailer in the pan-Asian region.  Shell’s alliance with 7-Eleven in Singapore will allow for the possibility of a host of exciting marketing initiatives with the DFI stable of brands here.

Commented Lee Tzu Yang, Chairman, Shell Companies in Singapore, “The ultimate winners in this partnership are the customers.  Such an alliance is not new to Shell. We have seen it successfully launched in Australia with Coles Myer Ltd and are confident that this alliance will similarly meet the needs of our customers here”.

He continued, “We are delighted to have 7-Eleven as our local convenience store partner.  With this alliance, we can focus on what we do best, delivering quality fuels and technology and forecourt innovations at competitive prices to our customers.  At the same time, with 7-Eleven’s extensive range of convenience store services on-site, we can further enhance our customers’ refueling experience at our stations to make the difference real.”

Mr Michael Kok, Regional Director, Dairy Farm South Asia said, “We are pleased to have this alliance with Shell.  Shell is the leading fuel retail brand with consumers in Asia and Singapore and through their island-wide network of retail stations we will be able to give our customers a wider choice of convenient store locations.  Shell motorists will also benefit from having an experienced retailer like 7-Eleven operate the stores as we are able to offer them the unique 7-Eleven shopping experience and an improved choice of products and convenient services.”

Under the alliance, all convenience stores currently leased or owned by Shell will be operated by 7-Eleven under the 7-Eleven brand and franchise operating standards.  7-Eleven will also manage the forecourt and refueling operations on behalf of Shell. 

All convenience stores at these stations will be stocked with a comprehensive range of convenience groceries, snack foods and sundries, and popular 7-Eleven items including proprietary products like Big Gulp, Slurpee, Mr Softee and Café Select. There is also a range of tasty ready-to-go meals and fresh sandwiches under 7-Eleven’s QuickBites brand.  Key services include top-up services for Cashcard, ezlink card and autopass card; bill and utilities payment for Singapore Power, Starhub, M1, Sunpage, Zone 1511, and HSBC credit card bills.

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

The operations will be run to the highest Health, Safety, Security and Environment standards set by Shell, complemented by 7-Eleven’s leading edge in food hygiene and safety.

* Shell’s current total network of 68 service stations includes three dealer-owned locations.