Beatrice BowenHead of Concept Development
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