CDG appointed to Shell retail

Shell International has appointed Conran Design Group to work on a range of retail and forecourt projects as part of its repositioning strategy, to combat the loss of business to super market chain forecourts.

The group has worked regularly for the client. It was appointed after an initial five way credentials pitch against unnamed consultancies. Landor Associates is believed to have pitched, but declines to comment.

CDG managing director David Worthington will not specify the precise nature of the projects. “We will be principally working in the retail area and on 2D and 3D aspects of the forecourts,” he says.

A CDG spokesman declines to comment on whether this will involve looking at new retail concepts in addition to developing the Select retail brand.

Shell International is head of the Shell network and acts as a service company for the entire Royal Dutch/Shell Group of Companies. It is working to shift the focus from petrol towards convenience goods by pushing its Select retail brand as supermarkets take an increasing slice of the petrol market.

Shell International is known to be developing the Select format. This comprises a coherent marketing strategy incorporating design, layout, sales promotion and customer service.

The proportion of motor fuel sold in Britain by supermarkets has jumped from 8 per cent to 22 per cent in the last eight years. Tesco, Sainsbury’s, Asda and Safeway all operate forecourts.

CDG has appointed three new staff to work on Shell projects. They include Caroline Hancock, who joins as senior account manager from her position as managing director at Torres Design Asia.

CDG has previously worked on a café concept for Shell, currently on trial at London’s Bayswater branch. The group has also repackaged a range of sandwiches and microwave foods (DW 10 October 1997).

CGI has created a suite of financial reporting documents and a website for Royal Dutch/ Shell Group of Companies. The consultancy was briefed to convey the relationship between the parent, holding, service and operating companies.

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