Galp Energia forecourt retail design
As the largest petroleum company in Portugal, Galp Energia wanted to match the success of its fuel sales with an equally profitable forecourt retail store whilst also changing customer perception of forecourt retailing and promoting its Tangerina forecourt store as a retail hub for motorists. This was achieved by:
- Revised product and service offering, based on customer research, to increase footfall, encourage impulse purchases and promote extended stay in store.
- Traffic flow strategies to maximise exposure to products and support the customer on their journey through store.
- New forecourt store design and layout to enhance the relationship with customers, encourage browsing and change the perception of forecourt retailing.
The store layout is open and spacious, making use of low level gondolas, while a 360 pathway through the store provides maximum exposure to products and enables traffic to remain free flowing. The newly created area offers a selection of hot and cold food and drink which motorists can enjoy either sitting at a table or standing at the snack bar.
The improved store design and layout, together with a shift in the product and service offering, changes forecourt retailing from an ‘add on’ provision to a valuable service in its own right. Galp Energia’s forecourt store is used in an entirely new way, strengthening the relationship between the company and its customers and boosting retail sales as a result.