Strenghtening Shell UK’s business case for Amazon Returns

Shell UK partnered with Shopworks to conduct exploratory research into the impact of offering Amazon Return services across selected Shell retail locations

The objective was to better understand the Amazon customer journey, measure potential business benefits and halo purchase behaviours, and to identify opportunities to optimise the service =.

We deployed a mixed methodology that included observing customer behaviour during drop-off interactions and face-to-face interviews with 100 shoppers, which was combined with data from Shell to build a rounded success story.

Key Outcomes

• New Customer Acquisition: Over 50% of Amazon Return users were new to Shell — many visiting a Shell site for the first time specifically to return an Amazon item.

• Increased Visit Frequency: Among existing Shell customers, the Amazon Return service encouraged more frequent visits.

• Halo Effect on Sales: A small but visible halo effect was observed with Amazon Returns customers occasionally making additional purchases (fuel, convenience store items, car wash).

• Enhanced Customer Perception: Customers described the Amazon Return service as “convenient,” “efficient,” “professional,” and “easy to use.” High satisfaction rates were recorded, with almost all users willing to recommend the service to others.

Our research proved that the Amazon Returns service is not just a useful customer add-on – it’s a powerful tool for driving footfall, increasing loyalty, boosting sales, and reinforcing Shell’s position as a leading convenience retailer in the UK.