Store Opening
March/April 2002
On The Run by Mobil
Mobil personality, Peter Brock, attracted the fans to
the opening of the first "On The Run by Mobil" in Frankston
on February 16. The main attraction for C-Store owners and operators
is the new shop concept with 400 uncluttered square metres.
"It is open, friendly and inviting
- to get the customer off the forecourt and into the shop where service
level and attention is high - where we greet, energize and thank the
customer." Niki Kechagias, Manager, Company Operated Sites, Mobil".
As customers walk in the central front
doors, there are three shopping spaces to choose from - a convenience
store to the left, fresh food offerings to the right, and the console
at the back of the store - each with its own colour scheme. The low
height of the shelving allows a full view from all sections, and there
are 2 or 3 attendants on each shift.
"The layout is designed
to draw the customer into the shopping spaces, where they are invited
to buy. The aisles are wider, with the key impulse products of salty
snacks and confectionary either side of the power (second) aisle. This
aisle is marked by colourful poles at the end of the aisle and lively
and colourful shelving complete with "snack attack" signs
and "kid's corner". The bright shelf markings and mirrors
and poles are being introduced into other stores. We have recorded a
30% lift in salty snack sales and 23% in confectionary sales sustained
over 3-4 months from introduction of new format." Lillian Nankervis,
Convenience Retail Manager, Mobil."
The grocery section reflects the demographic
mix of local shoppers and weekend tourists, including a range of carbonated
and non-carbonated ambient drinks. The console fills the back of the
store, and the three points of sale are enclosed by impulse confectionery
and snack lines.
It will soon include "Strollers"
- a drive-through and full service counter with take-away hot and cold
menus to suit breakfast, lunch and dinner.
Located in a growth corridor at the
5th busiest intersection in Melbourne, the design is the ExxonMobil
global standard, with some adjustments to the layout and variation in
the product mix to suit local conditions.
"We will use this company owned and operated
site to test concepts and offers over this year, before rolling out
a network. It will be the standard for Mobil convenience stores of the
future. Here, we expect fuel volumes of 10 million litres/pa and shop
sales of $1.5m pa. In the first 5 weeks of operation, it exceeded expectations."
Peter Buchan, National Retail Manager, Mobil.