Our work

OOMCO new Ahlain C-Store Format

OOMCO Convenience image 1

Launched in 2003, OOMCO operates one of the largest networks of service stations in the Sultanate and has a leading market share of around 40% in Oman’s domestic fuel business.

The network comprises 230 forecourt locations, 74 Ahlain-branded convenience stores and 30 unbranded sites plus more than 50 car wash locations; all serving over 250,000 motorists every day.

The new-look Ahlain store developed with Shopworks has a store layout that has been optimised based on both the customer journey and data insights to offer an improved user experience and boost sales. The format is also designed to be flexible according to the store location.

OOMCO and Shopworks have created three different store sizes offering a coffee corner, fully-fledged food offer plus a drive thru. The size optimisation is based on sales analysis and meeting consumer needs and behaviour and recognises that a standard format can’t be offered in every location.

The business has focused on how it drives customers through the store as 70% of sales are counter-based. In response, the design has opened up the counter display area and incorporated more space for impulse categories to prompt purchasing.

The new design features a grey, orange and white colour palette with natural wood accents for a contemporary look and feel with key c-store categories including confectionery, grocery, bakery, dairy, refreshment, household tobacco, essentials and accessories etc all clearly signposted.

More fresh produce has been added, alongside gondolas featuring healthier products. New categories such as coffee, popcorn, ice cream, laundry, pharmacy and parcel drop off/pick up are also being introduced via shop-in-shop style concepts.

The additional services are not only innovative and optimise the space, but they also differentiate both the look and the offer to improve the customer experience.

OOMCO is planning to launch a further four new Ahlain concept stores this year. With a modern look and an enhanced customer experience, the fuel marketing company continues to set benchmarks in the Sultanate’s fuel marketing industry.

Client: Oman Oil Marketing Company (OOMCO)

Location: Oman

Development of Oman's first cashierless, digitally-enabled smart convenience store.

Craig and the team bring a wealth of experience to our business using customer insight, global trend analysis and proven planning principles to shape market-leading solutions that generate increased revenue across our sites.

Most recently we have collaborated on the ideation, development and implementation of two new roadside retail formats whilst also developing Oman's first cashierless, digitally-enabled smart convenience store.

Shopworks have transferred their expertise to the local Oomco team via bespoke store planning and category management training programs, ensuring that we are equipped locally for the successful roll out of new stores to market.

I look forward to working with Shopworks on many future projects!

Ramzi Bin Ali Al Mejri, Marketing Retail Manager - Shop, Food and Services, Oman Oil Marketing Company