Shell Oil Co. has opened the largest major company modular service station/convenience store in the U.S.
Shell's "Experience the Difference" (ETD) franchise format offers a package of services not typically available in an oil company convenience store.
The 4,800 sq ft, eight module ETD superstore is open for business in Houston. Shell expects it to serve as a prototype to test possible additional expansion through the company's independent dealer network.
Shell introduced the ETD concept to its independent dealers in spring 1991. The first ETD franchise opened in St. Louis in October 1991, and Shell has 46 ETD franchise locations in 10 states.
"We believe franchising is the wave of the future in retail sales," said Bill Schutzenhofer, Shell marketing vice-president. "The ETD franchise allows our dealers to be part of the worldwide trend in which half of all retail sales may be through franchises by 2000."
Shell's 2 acre ETD superstore site in Houston includes vehicle fueling lanes, quick lubrication unit, car wash, and an ETD training unit.
In addition to traditional convenience store snacks and groceries, hot and cold delicatessen, and a seated dining area, the store offers a collection of 21 other services, including 160 private mail boxes for rent; postage stamps, return receipt requests, and certified mail service; ground shipping by Federal Express and United Parcel Service (UPS); air express by Federal Express, UPS, and U.S. Express Mail; passport photos, photo processing, printing, and photocopying; money orders; facsimile sending and receiving; gift wrapping supplies and services; catalog ordering; and office supplies.
Shell intends to test the mix of products and services to find out how well it fits in a convenience store. Planning, product, and service mix of each ETD superstore will be tailored to meet customer needs in its area.
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