21 - 22 February, 2018 | Australia

Beatrice Bowen


Head of Concept Development
Caltex Australia


1:20 PM Caltex Case Study: Transforming the Retail Convenience Strategy to Increase Sales and Drive Brand Sustainability

Traditionally, Caltex was purely a pit stop for petrol and snacks for the road for the 3 million customers that visited the outlets weekly. Caltex Australia has completely turned this notion on its head through their introduction of ‘The Foodary’ – a retail convenience strategy that has seen sales surge by 20-30% and has sparked a $30 million pilot rollout of the concept. Aligning with Caltex’s overarching ‘Freedom of Convenience’ strategy, the store now offers freshly made meal options and barista coffees, a laundry service, parcel pick up and the ability to order food or pay for fuel through mobile and in advance.

  • Transforming the former Caltex Star Mart into a food and services convenience hub to drive the brand and reinvigorated retail strategy
  • Evolving to meet the changing needs of consumers in the Australian convenience industry
  • Focusing on customer experience through digitally enabled offerings to support a convenient and seamless interaction


Check out the incredible speaker line-up to see who will be joining Beatrice.

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