Convenience stores are becoming so important to forecourt operators that they are now taking decisions on which fuel company to work with based on the loyalty programmes they offer for grocery, as well as the pence per litre available.
The Nectar card – which gives customers at any Esso filling station loyalty points on fuel and groceries, as well as more attractive prices to cardholders in-store – was part of the reason that Joseph Richardson decided to switch three of his 10 sites, with a combined 14mlpa-plus fuel volume, from Shell to Greenergy this autumn.
The Top 50 Indie’s Middleton Service Station in Pickering, North Yorkshire, took the Esso branding last week. And going live this week will be Longs Corner in Howden in East Riding of Yorkshire, followed by York Road Garage in Escrick, North Yorkshire the week after. This latter site will also undergo a recladding of its carwash and jet wash centre.
“I liked the fact that Greenergy came with Nectar, so that our customers could get loyalty points on both their fuel and shop spend,” says Richardson, managing director of the fifth generation family business Jos. Richardson & Son. “In the world of grocery the use of loyalty pricing is more important than ever, and Nectar is the biggest loyalty card in the country.”
It would be wrong not to acknowledge that the “better commercials” Greenergy could offer also played a part in Richardson’s decision. He is one of several high profile retailers Forecourt Trader has spoken to in recent weeks who have been considering their options since Shell increased prices for its dealers in January mid contract.
There have been other benefits with choosing Greenergy too, says Richardson, with Esso offering Synergy Supreme +99, a high octane super unleaded popular with motoring enthusiasts. And, he adds, another selling point is that Greenergy allows Esso sites to accept payment from Shell fuel cards.
To help his customers navigate the transition between brands Richardson printed 5,000 customer leaflets for staff to hand out at each of the sites over the past six weeks, highlighting the Nectar card and Synergy Supreme +99 premium fuel. The leaflets include a QR code for customers to download the Nectar and Esso fuel card apps, so that their smartphones are ready for the switch.
He has also displayed marketing material about the changeover on forecourt A-boards and the pump islands. But he admits: “It will take some customers by surprise. I have some nervousness leaving Shell. It is a great brand.”
Richardson has a remaining location under contract with Shell, the flagship mega-sized Goole site, at J36 of the M62 in East Yorkshire, which has a petrol filling station and HGV diesel forecourt with 120 HGV parking bays. The site, which has been shortlisted for the 2025 Forecourt Trader Awards motorway services category, will continue its long-standing 30-year partnership with the brand. “There are lots of historical reasons for this, including that this site has a lot of Shell fuel card business,” says Richardson.
Shell Mobility dealer manager Chris Turner says: ”We are delighted that Goole Services re-signs as a Shell branded site (shortlisted for the FTA I believe) and we can continue our relationship with Joseph Richardson.”
And Paul Clegg, head of independent retail at Greenergy, adds: ”Greenergy continues to offer independent retailers a compelling offer based on reliable supply. We work closely with all of our customers to understand their business and needs so we can best serve them.”
