Harnessing the Power of a Petrol

Station’s Location

A SHELL Case Study

Presented by Alistair Fox

Agenda

Problem Solution The Project

The Client

• Shell – large integrated energy company

• 45,000 service stations across the globe

• Network Planning Business responsible for:

– Maintain and Expand / Contract in the right areas

• Aspiration of being the best fuels retailer in the world.

The Problem

• Consistency of data access Globally

The Problem

• Different versions of the truth – Global -> Local

• Consistency of methodology – same end goal different method

The Vision

• Provide an Information and Analytics Platform to allow:

Collaboration Consistency Efficient Tools

The Solution

The Project

Pilot Phase 1 Phase 2

• 4 Countries

• 6 months

• Prove Business

Benefit

• Global Rollout

• 10 Countries

• Train

• Gather feedback

• Global Rollout

• 14 Countries

• Train

• Maintain Engagement

UK, PH, TR, NL

(CN) TH, FR, AU, BL, LU

CN, CA, GE, IN, OM

ZA. HK, RU, US, AR, ID, ML

PO, BU, CZ, HU, SL, PK, SI

Data for Network Planners

• Shell

– Global Site Data; Financials; Planning; Real Estate

• ESRI

– Demographics

– Traffic

– Base Maps

• External

– Competitors

– Local data – trade areas; government sourced

Analysis for Network Planners

• A pretty Map and data alone was not going to be enough

• Network planners have plenty of questions

– Need to generate new data / knowledge

• Need analysis capability

– Buffers, intersects, overlays

– Basic network analysis

– Create new statistics

Example Questions

• How many Shell sites are there on the route from location x to location y, what is the

total volume along that route

• Where are all our competitors and what is the driving distance between each site

• Where are the whitespots? Areas for potential new sites

• Where are the poor performing sites?

• Where are all the sites that have car wash facilities

• What is the nearest competitor site within 10 km driving distance for each Shell Sites

• What is the income for each market area for 5km radius

• Which market area has the highest profitability

Benefits gained

• Process Efficiency

– Map creation time reduced by 90% – Data now at fingertips – removed preparation

time

• Competency Development

– Quicker on boarding of new planners

– Reduced annual NP training by a day

• Selling / Commercial

– Reduced research time prior to meeting customers

Data at Shells fingertips

Imagery

Purchasing Power

Household size

Traffic

Counties

Shell Sites

Site Performance

Competitors

Project Challenges

• Global reach

• Training non GIS to use GIS

• Getting the most from Analysis tasks

• Keeping the engagement

• Evolving product – new shiny tools

• Current Project Result

THANK YOU

www.jacobs.com | worldwide

Harnessing the Power of a Petrol Station’s Location

A SHELL CASE STUDY