Petroforum 2010
23 March
23 March 20101 Greener retailing - maximising brand value
Sustainable brands
in fuel & convenience
retail
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4 things about Circle
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Today
1. Sustainability and brand
2. Integrating alternative fuels
3. Sustainable design for retail sites
4. Opportunities in the convenience store
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Sustainability and brandDefinition
Economic Social Environmental
PROGRESS
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Sustainability and brand
Anticipated that by 2020 there will be a 75% increase in car
ownership and a 56% increase in traffic levels globally
Mandate to reduce carbon emissions, e.g. Europe - reduce 20%
by 2020 with 20% from renewable sources
Challenges on water conservation
Lower energy buildings
Renewable energy development, especially solar
How sustainable can fuel retailers be?
Context
Petroforum 2010Sustainable brands in fuel & convenience retail
Environmental responsibility used to be a differentiator:
Prius, Whole Foods, Pret a Manger, BP
Now a requirement
Greenwash – public perception vs. actual performance
Sustainability and brandBuilding your reputation
Petroforum 2010Sustainable brands in fuel & convenience retail
Live up to your promises
Sustainability and brandBuilding your reputation
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Integrating alternative fuelsConsiderations and opportunities
Alternative fuel types becoming increasingly available
– natural gas, hydrogen, electricity etc.
e.g. EU 20% by 2020
Cleaner fuel types available
e.g. biodiesel blends
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Different fuel providers
Retailers need to use this
to market themselves,
even if networks and user
numbers are low
Integration on existing
forecourts or standalone
Integrating alternative fuelsConsiderations and opportunities
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Opportunity
to stand out
Integrating alternative fuelsConsiderations and opportunities
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Integrating alternative fuels
Support national initiative in Abu Dhabi to promote natural gas
as a vehicle and longer-term as a domestic fuel
Launch conversion centres plus filling points integrated on
existing retail sites
Promote fuel initially to car fleet owners, then to public
transport, then private consumers
Communication materials for exhibitions, sales presentations,
advertising and general awareness building
Practical and eye-catching ways to promote NGV on retail sites &
differentiate pump island
Example - ADNOC NGV
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Integrating alternative fuels
Retail images
ADNOC NGV
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Integrating alternative fuelsCommunicating NGV
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Sustainable design for retail sitesLife cycle consideration
DESIGN
Waste reduction
Pollution prevention
Recycled content
Energy reduction
Use of natural materials
USAGE
Energy efficiency
Water conservation
Non-toxic or less-toxic
materials
Renewable energy
systems
Longer life materials
and fittings
RETROFIT/DISPOSAL
Reusability
Recyclability
Disposal
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Sustainable design for retail sites
New retailer in Kuwait with a brand ambition to innovate
and lead the way
Modern and wanting to rival best international best practise
Clean energy on the forecourt
Worked in conjunction with a specialist environmental consultant
to plan sites, assess energy savings and scope for contractors
Specialist contractor to design special skylight element,
supply PV panels and manage installation
Example - Oula Solar
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Sustainable design for retail sitesExample - Oula Solar
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Sustainable design for retail sitesExample - Oula Solar
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Sustainable design for retail sites
Aim to be zero carbon company by 2050
1st carbon neutral Tesco store in the UK
Energy generated on site using renewable energy and excess
exported to the national grid
30% more to build but 50% less energy used
Can have value and values!
Example - Tesco
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Sustainable design for retail sitesExample - Tesco
Roof lights and sunpipes
– natural daylight
Sustainably sourced
timber frame and
flooring tiles from a local
supplier
Energy efficient heating,
air conditioning and
equipment e.g. bakery
ovens
Rainwater collected and
used for toilets and
carwash Solar powered street
lights and crossing
beacons1st LED car park in UK
Gases for refrigeration,
heating, ventilation and
air-con with virtually no
environmental impact
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Sustainable design for retail sitesTesco
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Opportunities in the convenience store
LEED accreditation
Energy Star e.g. refrigeration
Materials and lighting
Toilets
Energy monitoring
Brand communication
Design
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Opportunities in the convenience storeProduct & offer
Local food - purity, traceability and food miles
Healthier food
Packaging and uniforms
Barcodes & wastage
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Brand behaviourTangible policies & systems
Supply chain
Community
Employees
Measurement
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Opportunities to stand out
Live up to your promises
Every step of the journey
Build trusting relationships with all
audiences
Value and values, build brand equity
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Sustainability & maximising brand valueSummary
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