Shell’s Expansion Plans in Asia

Posted on: 4th July 2018

Shell’s ambition is to grow its global store footprint by almost a quarter to 55,000 locations to truly become one of the World’s biggest retailers. A large proportion of this new growth will come from the East and the business is increasingly well positioned in many of the World’s fastest growing markets.

Asia is already Shell’s fastest growing region with some tremendously powerful, fast growing economies like China, Indonesia and India in particular fuelling fast growth. Other markets like Malaysia, Thailand, Philippines, Pakistan and Singapore will also play an important role. Shell recently showcased this commitment to its East markets at its annual Shell Global Growth East event which took place this year in Kuala Lumpur.

Our latest Retail Vision TV video documents Shell’s plans and explains how a combination of traditional marketing strengths and new collaborative initiatives with suppliers underpin this rapid expansion. As Shell point out, one conversation with them can have a global reach in terms of implementation and this co-ordinated approach, combined with remarkable sales results in 2017 is very attractive indeed to the major brands.

We discuss Shell’s growth agenda with David Bunch, Global Vice President, Retail Marketing, Klaas Mantel, General Manager, Global Convenience Retail and Rebecca Chan, Vice President, Retail for China, as well as explore the new format Select Generation 5 stores in Thailand and speak with Ornuthai Na Chianhmai, Executive Director of Retail in Thailand, one of Shell’s eastern markets.