Shell invited dealers to its annual retail conference for the first time in 15 years last month a move that was described as being "long overdue". The event took place at The Celtic Manor in Wales, and more than 90 Shell dealers were in attendance. Two key initiatives were announced at the event an online training package incorporating Health & Safety; and a recognition and reward programme featuring different ways dealers can reward their staff. Shell’s UK dealer manager, Andrew Braxton, said: "With our new focus on the dealer sector, the conference was a great opportunity to bring everyone together and engage with them. We outlined our marketing strategy and how we’re going to win with fuels in the future in the dealer environment. "

PRA chairman Brian Madderson also gave his view of Shell and an overview of the market in general.