You are on page 1of 27

The Power of Shell

Moving forward together


The Power of Shell
Moving forward together

Our Brand
• One of the most instantly recognized brands in the world
• More than 45,000 service stations in more than 90 countries
• A Health, Safety, Security & Environment leader

Our Fuels and Lubricants


• World leader in Premium fuels – cutting-edge fuel technologies
developed with Ferrari
• World leader in sales of branded lubricants – Pennzoil® and
Rotella®* T

Our Loyalty Alliance


• Long-standing alliance with the most successful loyalty program in
Canada, the AIR MILES®† reward program

Our Marketing
• World-class convenience store offer – Shell Select program
• Best-in-class national TV, radio, print, direct mail and online
advertising

Our Support Team


• The employees of Shell share a passion to offer the best products
and services – from service to consumers, to improved payment
options, to supply reliability, to the fuel itself!

Shell and the Retailers strive to deliver a consistent Customer Value


Proposition every day and leverage the Shell brand to its full extent.

Our Vision is to be the Best


Fuels Retailer in the World!

®* Trademark of Pennzoil-Quaker State Company. Used under license by Shell Canada Products.
® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. ®TM† Trademarks of
AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.

1
The Power of Shell
One of the most recognized brands in the world

Our vision of becoming the best We have built our reputation during
the last century by providing customers
fuels Retailer in the world is more with quality fuels that differentiate Shell
than just words; it lives in our from the competition. Shell’s global
experience also presents us with the
actions every day. ability to leverage best practices and
adapt to different retail environments.
Shell gasolines are designed utilizing the
international expertise of Shell scientists
gained from years of experience in
developing fuels for today’s drivers and
specialized users, including the Ferrari
Formula One racing team. Together with
a network of strong Retailers, we will
achieve our vision.
We have developed comprehensive
brand standards to provide our
customers with the comfort of a
consistent experience from one Shell
location to another.
Shell is committed to growth by investing
further in the brand and providing our
Retailers with support to deliver the value
customers demand.

2
The Shell logo is one of the world’s best Shell is also a supplier of LPG (Liquefied Looking to the future
recognized symbols. Petroleum Gas) used in homes for Shell’s goal is to help motorists save
heating, hot water and cooking. 10% or more fuel while driving.
The symbol became a registered trade
mark in 1891 and the Shell Transport Extensive research and development Shell is pioneering synthetic products,
and Trading Company was formally enables Shell to be in the forefront including unique Gas to Liquids
incorporated in 1897. of fuels technology. The associations technology (GTL) Fuel. Derived from
with Ferrari and Ducati have provided natural gas rather than crude oil,
Every second of every day, 365 days a an ideal platform for testing new
year, 300 vehicles visit a Shell retail site. this technology delivers a cleaner
formulations under the harshest burning diesel.
In addition to being a fuels and conditions.
lubricants provider, Shell is also a world Shell’s recent technical partnership
leader in gas exploration and extraction. with Audi Sport has helped push diesel
Renewable energies including solar, technology to a new level.
wind and hydrogen are also receiving
considerable investment attention.

1900 1904 1909 1930 1948 1955 1961 1971 1995 1999

3
It’s not just fuel
It’s a shared passion for performance

100 years of experience make a great product even better. Every Shell & Ferrari
Shell has more than 100 years of drop of Shell gasoline sold in Canada Shell’s 60-year relationship with Ferrari
experience in developing the technology now contains a unique, patented enables our scientists and engineers to
and services that make us a leading cleaning system designed to seek and develop cutting-edge fuels technologies
provider of innovative and new fuels destroy engine gunk in all three grades for the racetrack and to transfer them
today. of gasoline. to road fuels for the benefit of our
customers.
Shell offers a variety of high quality Shell V-Power®
fuels, from Shell V-Power gasoline, Shell is at the forefront of developing Ferrari awarded the Shell Group its
Shell Bronze and Shell Silver to Shell premium fuels. They are designed to prestigious “Ferrari Innovation Award”
V-PowerTM Diesel and Shell Diesel. improve performance and contain in 2007. The award recognized Shell’s
special formulations, including high enormous contribution to innovation
levels of detergent that help clean and research applied to improving
critical engine parts. performance and reliability to Ferrari’s
F1 team.
Shell V-Power is the world’s leading
premium fuel.

Our experts spend countless hours


listening to consumers to better
understand their needs. Our experts are
working closely with car manufacturers
on changes in vehicle technologies,
allowing Shell to understand the needs Since its introduction 10 years ago,
of those technologies and driving Shell V-Power has become the premium
product development for optimal brand at Shell retail stations across more
performance. With the introduction than 60 countries in North America,
of the new Shell Nitrogen Enriched Europe, Latin America, Asia-Pacific
Gasolines, we have found a way to and Africa.

4 ®TM Trademarks of Shell Canada Limited. Used under license by Shell Canada Products.
TOP TIER Fuel Innovation
We don’t just meet TOP TIER Detergent Shell is the world’s largest distributor of
Gasoline standards. We exceed them! first generation transport biofuels and
we believe they too play an important
Six of the world’s top automakers – role in meeting the global energy
Audi, BMW, GM, Honda, Toyota and challenge. In Canada, Shell is lending
Volkswagen – established strict TOP TIER its expertise and working cooperatively
Detergent Gasoline standards because with governments and other stakeholders
engine performance can be adversely to meet renewable fuels mandates and
affected by poor quality gasoline. make biofuels available to motorists.
We were the first national fuel company We are working on many fronts to
in Canada to exceed these standards help meet the energy challenge –
and all our gasoline grades – Shell from stepping up our advocacy with
“The high quality and well
Bronze, Shell Silver and Shell V-Power® governments; to investing to produce
known brand name of Shell – qualify for this prestigious, high-level
fuel has been a great asset to more oil and natural gas; to developing
designation. several of the key technologies needed
growing our business.”
to reduce greenhouse gas emissions
Guy & Cheri Meunier, from energy use.
Morinville, Alberta

® Trademarks of Shell Canada Limited. Used under license by Shell Canada Products. 5
Lubricants
World’s most trusted lubricant brands

Shell is the global leader in sales We serve customers in approximately Pennzoil


120 countries with our product portfolio Platinum™* Full Synthetic
of branded lubricants. We supply of 3,000-plus lubricant products. We • Cleans 3 times better than the leading
more lubricants in volume terms market some of the world’s most trusted conventional oil
lubricant brands like Shell Rotella®, Shell
than any other competitor. Rimula®, Tellus® hydraulic fluids, Helix®, • Cleans up to 46% of engine sludge in
Quaker State®* and Pennzoil®* motor the first oil change
oils.
• As a full synthetic, it offers advanced
Our technology focus is on delivering engine protection
customer benefits in four areas:
Conventional Motor Oil
• Energy efficiency • No leading conventional oil helps
• Engine cleanliness keep engines cleaner than Pennzoil
• Reduced machinery & equipment motor oil, based on ASTMD 6593
maintenance sludge results
• Improved equipment life &
• Cleans out up to 15% of engine
performance
sludge in the first oil change,
We believe Shell lubricants are the very based on a severe sludge
best available, and we back these with test using SA
SAE
AE 5W-30
a no-compromise guarantee. To learn
more visit www.shell.ca.

6 ® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. ®* Trademark of Pennzoil-Quaker
State Company. Used under license by Shell Canada Products.
ISO 9001 and 14001 certified Shell Rotella T
Shell’s lubricant marketing facilities are Our customers experience the latest in
ISO 9001 and 14001 certified. engine oil technology with the #1 selling
brand of heavy-duty engine oil in North
America.
Shell Rotella T Synthetic offers added
benefits not found in a conventional
oil. The Rotella T Synthetic formulation
delivers:

ISO 9001 is the most comprehensive of • Improved wear protection – 34%


the ISO standards. It requires companies better than the previous formulation*
to design, implement, and maintain • Protection against soot – up to 36%
quality control processes throughout their
improvement in soot control at typical
al
business activities.
motor-oil-soot levels*
Every manufacturing process that affects • Protection in all climates – up to 70%
%
satisfaction of lubricants customers and
better oxidation resistance compared d
their needs is regularly audited.
to conventional*
Shell has been awarded ISO 14001 • Fuel saving capability – through lower
er
registration for lubricant manufacturing
viscous friction
facilities, refineries, gas plants, oil
sands, and other business operations.
ISO 14001 is an internationally * Compared to Shell Rotella T 15W-40 at
recognized standard for environmental typical end-of-drain soot levels, based on
management systems. MACK T-11 soot-test analysis

® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 7
More ways to pay!
A wide portfolio of consumer and commercial cards

Shell accepts over 60 different Shell MasterCard® from BMO Bank of Montreal®
types of credit cards across The Shell MasterCard from BMO is a best-in-class
credit card that offers customers a compelling,
Canada – from our consumer tangible reward choice of AIR MILES®† or CashBack®.
and commercial offer to third-
The benefits of the Shell MasterCard to Retailers are:
party cards. By accepting a
• Helps acquire new customers
wide range of credit cards, • Builds customer loyalty
Shell ensures a competitive • Increases fuel and convenience retail sales

edge and continuous growth. Commercial cards


Shell retail outlets also offer great services and possibilities for commercial customers.
We offer a family of Commercial Fleet solutions and are constantly attracting more
commercial clients, therefore striving to grow our customer base together!

TRITON®° card
The TRITON card is fabulous for fleet vehicles
traveling locally or between provinces requiring
access to fuel and services across the extensive
Shell network.
• Shell Fleet Management works with businesses to
keep their fleet moving, as every fleet has unique
needs.
• Fleets that travel within Canada can access fuel
and services at Shell truckstops, Shell aviation
and Shell service stations.
• Great for Managers to set driver limits, check
card usage and download reports in real time.

FP Solutions card
The FP Solutions card delivers access to commercial
clients for fuel and services at more than 6,000
locations across Canada and into the United States.
FP Solutions permits:
• Real time card control benefits at the fleet
Manager’s fingertips
• eManager software accessibility
• Flexible billing and payment options

For more information please visit www.shell.ca

8 ® Bank of Montreal is a licensed user of the registered trademark and design of MasterCard International Inc.
®TM† Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.
®° Registered trademark of Shell Canada Limited. Used under licence by Shell Canada Products.
easyPAY® Shell Gift Certificates
Shell easyPAY is the fastest, most convenient and Offering gift certificates is a great way
hassle-free payment process for customers to pay to build customer loyalty.
for their purchases inside the store or at the pump.
This translates into: Shell’s gift certificates are available for
purchase through:
• Increased sales
- Fuel • Participating retail locations
- In-store purchases • Shell Helps Customer Support Centre
- Impulse purchases via phone order
- Car Wash purchases
Shell’s gift certificates can be redeemed
• Customer loyalty for fuel, lubricants, car washes,
- Faster transaction time automotive supplies and in-store
- Shorter line-ups purchases.
In the store - Increased customer satisfaction resulting in
increased customer loyalty
Shell easyPAY uses a wireless radio frequency
technology. The Shell system, in the store or at the
pumps, reads the customer’s secure easyPAY tag
and automatically charges their purchases to the
credit card selected when they signed up for the
tag.
By increasing customer loyalty, easyPAY promotes
business growth.

At the pump

®Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 9
Point-Of-Sale technology
Innovative thinking

Shell’s new standard for point-of-sale Train new employees in E-mail system
(POS) equipment, called Radiant, minutes, not days! An E-mail system built into Retailer
provides many benefits for Shell • Perform real-time employee activity website provides faster, more efficient
Retailers. This high-performance system analysis for improved fraud detection communication between the Retailer
combines state-of-the-art technology with and Shell.
innovative thinking. • Streamline shift changeover and end-
of-day closing processes
Faster service
• Automate daily data backup process
Transaction speed is improved with with built-in functionality
an intuitive touch-screen interface,
integrated credit card processor, • 90-day electronic data storage for
scanner, high-speed printer, and easy sales data retrieval
equipment that’s more reliable and
durable. World-class support
Shell offers its Retailers bilingual support
Increase sales 24/7, with remote access to the site’s
• Process customers faster during peak system via the Site Operations Support
business hours (SOS) Help Desk. Any failed hardware
is quickly replaced to minimize
• Fully customize the POS menu to the downtime at the site.
site’s unique requirements for ease of
use Get connected!
• Scan AIR MILES® cards Not just a POS system, Radiant also
connects our Retailers to the Web
• Convenient item-level merchandise through its Site Controller personal
scanning computer.

10 ®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.
AIR MILES® reward program
Going the extra mile to gain customer loyalty

The AIR MILES reward program has Throughout the year, Shell also provides
been North America’s premier loyalty the opportunity to earn Bonus AIR MILES
program for more than 15 years and reward miles.
Shell has been part of this success since
the beginning. This strategic alliance enables us to:

With over two thirds of Canadian • drive profitable fuel volume;


households participating in this program, • deliver enhanced customer value;
this is a key point of differentiation for
Shell within the fuel category. • build customer loyalty.

This means over 9 million Canadian The success of the AIR MILES program
households have the opportunity to starts with our Retailers when they
receive more value for their money offer AIR MILES reward miles to every
by earning AIR MILES reward miles customer. “Shell’s AIR MILES program and
when they shop at Shell on purchases bonus offerings are extremely
To learn more, visit www.shell.ca. popular with many customers. It
including fuel. The AIR MILES reward
miles earned can be redeemed for travel allows us to reward our valued
and consumer products. In fact, more customers and brings them back.”
than 6 out of every 10 transactions
Narinder Gill
at Shell currently receive AIR MILES
Kaladar, Ontario
reward miles.

Enrolment in Canadian
Loyalty Programs

63%
Canadian Tire
Options 29%

Aeroplan 28%

Petro Points 25%

Esso Extra 17%


Source: Canadian Marketing Association,
February 2006

®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. 11
A world-class support team
Customer satisfaction is our day- to - day priority

Shell is a worldwide organization Shell Helps Customer Support Centre Data Business Forms
This is a bilingual service during core Retailers can order stationery and forms
of many thousands of passionate business hours for our Retailers and their supplies for their site by simply calling
individuals working together with customers regarding: DATA’s voice response system (VRS) 24/7.
Retailers to deliver a consistent • Customer commendations, complaints Shell Link
or inquiries This is a bilingual fulfillment service
Customer Value Proposition and • Shell products technical information available 08:00 to 17:00 (Eastern Time)
ensure the Brand is leveraged to • Shell AIR MILES®, easyPAY® and gift for ordering point-of-purchase signage.
certificates information
its full extent. Shell Boutique
Site Operations Support Centre (SOS) “Shell Exclusives” branded merchandise
The SOS Centre offers our Retailers and can be ordered during core hours (EST)
their associates 24/7 bilingual support, by phone or Internet.
with remote access to the Point-of-Sale
Technology and assistance in reporting Global Channel Survey
incidents. On a regular basis, we obtain our
Retailers’ feedback to understand their
Shell Emergency Line satisfaction level on various aspects to
A 24/7 bilingual service to report continuously improve our programs and
serious emergency or environmental relationships.
situations.
Retailer website
Customer Service Centre (CSC) This website provides rapid access to
The CSC is the contact centre for all tools, information and resources that
account inquiries, providing a central help Retailers manage their businesses in
point of contact during core hours. accordance with Shell’s guidelines.

12 ®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.
®Trademark of Shell Canada Limited. Used under license by Shell Canada Products.
We honour achievement

At Shell, we honour achievement The objective of the program is to


honour outstanding performance at
in customer service with our annual awards celebrations.
Rewards and Recognition The program helps our Retailers:
Program. • Deliver excellence in customer service
and program execution
• Build customer loyalty
• Enhance sales performance
• Identify performance gaps
• Continuously aim at improving
operational performance Community
Supported through: Involvement Program
• Training and manuals The volunteer efforts of our Retailers
• Evaluations completed by our Territory are recognized and rewarded by the
Managers and Mystery Shoppers Shell Community Fund (SCF), a unique
program established to provide financial
Our Rewards and Recognition Program support to not-for-profit organizations.
is continuously improving based on
consumer feedback ensuring we move Our SCF helps build the Retailer’s
from “good” to “best”. business through assisting worthwhile
projects, sporting teams, and other
causes in communities. In the last
decade, the SCF has awarded over
$4 million.

Uniforms
A stylish appearance makes the best
possible impression on our customers!
Modern and professional design
The new uniforms offer a combination
of comfort and up-to-date look without
compromising safety.
Key features
• Highly visible Shell logo
• Reflective bands on all outdoor
garments to increase safety
• Proudly displays the “Developed with
Ferrari” logo
• Wrinkle-free to ensure best impression
• Strengthens team spirit

13
HSSE & Sustainable Development
A Health, Safety, Security & Environment leader

Shell is known in the industry for • We are dedicated to constantly Thinking about today with
promoting safe behaviour at all our tomorrow in mind!
taking a LEADERSHIP role with retail locations. Shell reaffirms its commitment to
respect to its focus and clear sustainable development every day by
• Shell Retailers, staff and contractors
passion towards HSSE in Retail. are committed to making HSSE a living up to its commitments. We are
part of their everyday activities and dedicated to operating our organization
decisions. within a framework of sustainability, and
we apply our principles of sustainable
• In order to facilitate this, we have development to all our business
created and pledge ourselves to Goal decisions – social, environmental and
Zero – No Harm to People. economic – every single day.
• Our key focus is Safety. Environmental Commitments
Learn how we’re living up to our
• We are proactive by developing
environmental commitments.
plans to manage HSSE risks as part of
running the business in a safe, secure Social Commitments
manner. We work to manage and meet our social
commitments every day.
• We look for new and improved ways
to make our sites safer. We have Economic Commitments
yearly National Safety Awareness We ensure our business achieves the
campaigns where we reaffirm our best financial performance within
commitment to safety as one of our a framework of commitment to
core values. sustainability. For us that means helping
meet the world’s growing energy needs
in economically, environmentally and
socially responsible ways.

14
Insurance coverage
Peace of mind

Shell Retailers benefit from our Key benefits Shell provides a toll-free number for
• Coverage extended to General and Retailers or our Claimants to report
Global Insurance program. With their claim. Our team is trained to
Commercial Liability at the site
insurance coverage specifically collect relevant information to ensure
• Custom-tailored coverage for today’s the Insurance Adjusters are equipped to
designed for our retail business, gas retail business industry manage your claim.
it’s easy and friendly for the Under specific guidelines Retailers are
• To minimize business interruption
Retailer and the Claimant. covered for: and ensure customer satisfaction our
- Business Interruption for insurance claim process is quick and
Inventory loss easy. All claims are managed through
- Crime Insurance specific to stolen a Professional team of Independent
cash deposit, pay point theft Insurance Adjusters.
- Critical Incident Stress Counselling
and more! At Shell, we continuously review our
Insurance Program to ensure “fit for
purpose” for our always evolving Retail
business.

15
Shell Select convenience store
Your one-stop shop to profit!

Shell implements many marketing


tools, equipment and programs
designed to maximize efficiency and
profitability.
• Advertising and marketing
programs
• AIR MILES® reward miles offer tied
into merchandizing promotions
• Merchandizing planograms and
store layout provided
• Monthly convenience store
Shell Select convenience stores promotions including signage and
displays delivered directly to the site
have been developed to meet • Shelving and equipment supplied
Shell customers’ needs today by Shell
• Loyalty cards for our signature
and every day. products
• In addition, Shell pays for all
credit/debit card and AIR MILES
fees
The internal layout of the Select
convenience store has been carefully
researched and designed to provide
maximum impact.

Approved suppliers Internal web resource


and products Our Retailer Web gives Retailers access
• Our marketing team works with a to a wealth of resources to successfully
select group of approved suppliers manage their business. It contains:
to ensure that we are providing our
customers with the best products • National Price Book system
(taste, quality, freshness), and • Daily updates booking opportunities
well-recognized brands at the most • Merchandizing tips
competitive prices possible. • New product listings and de-listings
• Sales reports
• Our category managers secure • Settlement reports
vendor resources to help make
our stores as successful as
possible. They negotiate attractive
promotional deals with preferred
suppliers for most of the store
inventory.
• By purchasing through these
companies, volume-based savings
reduce costs for every Retailer in
the network and maximize the
profit margins on the products
sold in the store.

16 ®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.
Shell Java CaféTM Shell Thirst Buster Rain-X® products
• Jave Café is Shell’s proprietary • Thirst Buster is a recognized frozen available at Select stores
coffee brand. carbonated beverage. • Rain-X, The Invisible Windshield
• It has been a core offering for more • Its variety of colourful and appealing Wiper, improves wet weather driving
than 10 years. flavours makes it fun and profitable. visibility by repelling rain and by
• It’s a real traffic builder: highly • It’s another proven traffic builder for helping to keep sleet and snow from
popular and highly profitable. a wide range of customers, especially sticking.
• Customers appreciate organic for pre-teens, teens and young adults.
product offering that supports Shell’s • It’s as much an in-store impulse • Rain-X is featured throughout Shell’s
commitment to sustainability. purchase as a reason to choose Shell. line-up of automotive products,
• Java Café collector cards build • Thirst Buster collector cards build including the innovative Rain-X All
customer loyalty. customer loyalty. Season Washer Fluid.
• It’s another reason customers • Shell is the only national gas station
choose Shell. to offer a full suite of Rain-X branded
products in Canada.

®TM Trademarks of Shell Canada Limited. Used under license by Shell Canada Products. 17
®† Trademark of Pennzoil-Quaker State Company. Used under license by Shell Canada Products.
Car Wash

Shell Car Washes are a great Strong competitive advantage


way to increase traffic and • Large, national network – #2 by size
in Canada
revenue.
• Recent capital spending to modernize,
strengthen and help standardize our
Touchless Wash Prepaid Coupon Program
This prepaid car wash coupon helps our
• The only national player to offer Retailers build their car wash business,
Rain-X® Online Surface Protectant which in turn will drive more dollars into
• Higher average revenue per wash their pocket.
compared to industry figures Its goal is to enable Retailers to
• An innovative fleet discount structure approach potential large volume car
for our largest customers wash customers with confidence, earn
their car wash business, and keep that
• Retailers earn a very competitive lucrative business into the future.
commission on car wash revenue
Collector Card
• Backed by multiple promotions
throughout the year, featuring the Shell provides Car Wash collector cards,
AIR MILES®* rewards program a great tool to increase customer loyalty.

18 ® Trademark of Pennzoil-Quaker State Company. Used under license by Shell Canada Products.
®* Trademark of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.
Maintenance
Critical to optimize the site operation

It is essential that all Shell-branded retail The regular maintenance of this


sites be presented in a consistent manner equipment, as recommended by the
that is recognizable to customers. manufacturer or Shell, is an integral
The equipment provided has been part of ensuring the ongoing efficient
selected for its appearance, efficiency, operation and image of the facility.
practicality, durability and economy in
both price and cost of operation. It is Properly maintained equipment will help:
intended to help optimize the operation, • minimize downtime;
performance and appearance of the
facility. • reduce loss of sales as well as the
dissatisfaction a customer experiences
Customers tell us: with “out of order” equipment;
• They want an uncluttered store that
provides quick and easy access to • ensure a consistent visual image to the
items. customer and the appearance of a well
managed facility.
• They are attracted to tidy sites.
Shell provides installation,
• A well-kept site is a well-run business
regular inspection and repair of:
and signifies the site is indeed “Ready
for Business”. • all petroleum equipment;

To maximize the success of the site, we • all major food store equipment (e.g.,
work together to ensure that all facility air conditioning and ventilating
components and equipment are clean, systems, refrigeration equipment, etc.);
operational and properly maintained at • all car wash equipment.
all times.
Retailers are expected to keep records
of maintenance activities and do minor
preventive maintenance and repair.

19
Impressive training
Ongoing support

Retailers begin their Shell journey


by participating in world-class New Retailer Training the trainee with the basics of the
New Retailer Training. business, industry terminology, give
The first step to becoming a Shell a first hand look at our Point-of-Sale
Retailer is to learn about the Shell System (Radiant), and introduce the
The Retailer will receive ongoing Canada Retail business. Building
support from: importance of health and safety.
business skills is a Retailer’s passport
• District Manager to managing a successful retail site. If the trainee has experience in the
• Territory Manager business, but has not operated our
Each new Retailer with Shell must specific Point-of-Sale System (Radiant),
• Sales & Development Manager successfully complete our training
• Merchandisers participation in the Orientation
course before operating a Shell site. Training Program will also be required.
• Customer Service Representatives Shell’s New Retailer Training Program
• Shell Helps Call Centre has been developed to help achieve Week One (Classroom) – 5 days
• Health, Safety, Security & greater bottom line profits and realize We have several Learning Centres
Environmental Representatives steady growth. located in major urban centers.*
• Category Managers During our classroom training the
• Training Department Our New Retailer Training Program trainee will be provided with the
• On-Site Trainer involves both classroom and On- theory, knowledge and information
Site Training. The classroom training tools to help in becoming a successful
Our Retailers have a team of experts is conducted by experienced,
ready to help them succeed in this Shell Retailer.
professional Classroom Trainers. Our
exciting world of Retail. On-Site Trainers are Shell Retailers Week Two
who are recognized as successful Hands-on experience – 5 days
site operators and are well-respected Shell has a structured “On the Job”
leaders in the Company. training method that is implemented by
trained Shell Retailers. The “Hands-On
Orientation – 2 to 3 days Training” will truly assist in becoming a
If a trainee is new to this industry, more effective successful Shell Retailer.
attendance will be required at
Orientation Training. This will acquaint Week Three (Classroom) – 5 days
The trainee will return to the Shell
Learning Centre to complete another
week of classroom training and
Retailer Certification.
Onboarding – 2 days
Once the successful trainee has taken
over a site, we will send a trainer to
spend 2 days with the new Retailer.
The Trainer will help the new Retailer
get organized and set up a daily
routine. This “Hands-On Training” at
their site focuses on giving confidence
in the new Retailer’s ability to perform.
Our New Retailer Training Program
provides detailed basic information
which will help in operating a
Shell Retail Business efficiently and
successfully.

20
Scope off New Retailer
il Forever Learning
Training: Retailers continue to learn through
• Health, Safety, Security & Coffee Meetings, On-Line Training,
Environment Training E-Learning, District Meetings,
• Site Maintenance Conventions and Workshops offered
• HSSE Representative – conducting by Shell.
HSSE inspections
• Radiant Systems (cash register and “I am writing this letter to thank you
back room activities) *Every effort will be made to and your team for providing me the
• Customer Service Program accommodate training as close as amazing training. I joined this training
• Hiring Sales Associates possible to the trainee’s home base, with a feeling of knowing everything
• Convenience Retailing however, On-Site and Classroom because I have 20 years experience
• Method of Payment Training locations depend on several in the petroleum industry.
(Credit Card Management) variables.
My thoughts changed as soon as we
• easyPAY® and AIR MILES®*
started learning HSSE. This was very
Programs
thorough, compared to the training
• Fuel Distribution
provided by other gasoline companies
• Product Knowledge
where they barely touch HSSE.
• Security
As a result of this training I am more
The training fees are part of the
confident and aware of health, safety,
Retailer’s initial investment. This fee
security of all the parties involved in
will be collected by Shell within
any kind of transaction with Shell.
one month of the first site takeover.
I also learned that we play a very
Expenses incurred for travel, lodging,
important role in safeguarding our
food, etc. will be the trainee/Retailer’s
environment.
responsibility. A small investment for
an exciting future! Before this training, running a gas
bar to me seemed like running a
Multiple-Site convenience store, but now I realize
(Cluster) Training the difference between a gas bar and
Three to six months after taking a convenience store.
over their first site, the Retailer will
I would like to thank you and your
return to a Shell Learning Centre to
team once again and please keep up
participate in Cluster Training. Cluster
the good work.”
Training is a two-day blended learning
program. This program is comprised of Rajesh Lakhanpal
elements that concentrate specifically Edmonton, Alberta
on developing skills required to be
a successful cluster Retailer. Please
note a minimal fee is collected for the
Cluster training.

® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 21
®* Trademark of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.
A dynamic, modern look
New Retail Visual Identity (RVI)

Retail Visual Identity is the NEW RVI Evolution


dynamic, modern and welcoming Shell’s new RVI Evolution creates a unique and fully integrated retail experience for
customers around the world.
look of Shell’s retail sites.
Clearer communications
As well as giving a more modern and vibrant look, RVI Evolution has provided an
• RVI is Shell’s global image.
opportunity to improve communications on the forecourt. Fuel price displays and
• RVI strongly influences customer directional signage have been designed to clearly communicate the most important
perception of the Shell brand, information and facilitate an easier and safer refuelling experience. There is a much
and plays an important role in the stronger focus on the communication of our premium fuels offer and a more effective
Retailer’s success. display of our marketing material that helps customers easily understand and
respond to new offers and products.
• RVI is designed to communicate
effectively on the forecourt. A productive strategy
The thinking behind the creation of Shell’s RVI Evolution is already yielding benefits.
Consumer research has shown that the evolved ‘look and feel’ positions the Shell
brand as modern and forward-looking. Customers like the ease with which they can
find what they are looking for, and have responded well to clearer signage and
more attractive communications materials.
The RVI Evolution creates a better experience for our customers.

22
Shell in Canada Firsts

2006 First national fuel company to offer TOP TIER


Detergent Gasoline across Canada

2001 First Canadian oil company to offer cashless


and cardless payment at the pump, with the
introduction of Shell easyPAY®

1989 First Canadian oil company to completely stop


selling leaded gasoline

1987 First toll-free telephone customer service line: the


Shell Helps Centre

1972 First major Canadian oil company to open


convenience food store to serve customers better

1970 First Canadian oil company to sell unleaded


gasoline: Shell Ultra Unleaded

1968 First self service gasoline stations in Canada

1958 First tunnel car washes in Canada, and still one of


the largest car wash operators in Canada

1955 First ignition-control ingredient in gasoline: TCP

® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 23
Bring more power to your retail business!
Retail Business Opportunity
Call us at 1-866-318-2445
or visit www.shell.ca/retailbusinessopportunities

November 30 2009