Shell plans 'superior customer experience'
The Shell Company of Thailand yesterday revealed its retail strategies for 2013, with a strong emphasis on offering a "superior customer experience" through innovation and development of high-quality fuels, along with alliances with partners.
Shell plans to modernise its service stations in prime locations to make them more attractive to customers, and to expand its network across the country to provide customers with the best services available, at more convenient locations.
Pissawan Achanapornkul, outgoing general manager for retail sales and operations, said Shell would innovate further through its research-and-development spending of more than US$1 billion (Bt30 billion) annually, and a strong technical partnership with Italian auto-maker Ferrari, to deliver a superior experience for customers.
It will forge business cooperation with allies to provide ways for Shell to stand apart from its competitors, and respond to ever-changing lifestyles of consumers, such as the partnership with Charoen Pokphand Foods for “super convenience stores” at selected petrol stations.
The company also introduced Grant McGregor as its new general manager of retail sales and operations. His posting takes effect on January 1.
