Ultimate convenience: how Shell is rethinking the role of digital for retail

Brian Carruthers

This event report explores how Royal Dutch Shell, the oil extraction and fuel business, integrates digital into its retail offerings, using it to make the forecourt experience both seamless and more valuable.

Royal Dutch Shell is in the oil extraction business but it's also one of the largest single branded retailers in the world, with a footprint in 80 countries and 44,000 stations around the world. That makes it bigger than McDonald's or Starbucks, observed Oliver van Bilsen, Global Head of Digital - Retail, Fuels & Lubricants. Some 30 million people enter its stores every day and the brand has a digital relationship of some sort - via loyalty programs, CRM, social media - with 25% of them, he told the MMA London Forum.

In fact, he added, the digital customer experience...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands