Preem Petroleum – From petrol retailer with a c-store offer to c-store retailer with a petrol offer
Interiors Retail & LeisureLandor Associates
Preem Petroleum is the largest oil company in Sweden, but ongoing petroleum price wars throughout the country meant retail petrol sales profits had fallen to almost nothing. In fact, a chocolate bar had a 40% higher margin than a litre of petrol.
Its future salvation, and the only hope of profitability for its retail operations, had to come from its convenience stores (c-stores), rather than petrol sales. So Preem embarked on an ambitious repositioning...