Fuel distributor Caltex Australia has announced that it will revamp its convenience stores into a new format for offering value-rich products and services including snacks, ready-made meals, dry cleaning, and haircuts.
Caltex chief executive Julian Segal said the ‘new convenience concept’ will be unveiled in the next few months. He said the company wanted to broaden its offerings beyond the conventional pies, soft drinks by adding salads and prepared meals.
Segal also cited dry cleaning, haircuts, and wines as examples of possible diversified offerings that Caltex service stations will venture into.
He also voiced Caltex’s bigger ambitions in terms of developing online ordering websites and smartphone apps that would support consumers when they commute daily from work, reports Sky News.
Acknowledging the future plans, company spokesman Sam Collyer said: “Customer demand is always changing and our business is centred on meeting that demand and will continue to evolve.”
He said the higher focus on solutions to address the changing aspirations of customers will continue.
Recently, Caltex made news by contributing $2.5 million to a ‘strategic’ partnership with a car sharing start-up Car Next Door that is into helping people to rent out their vehicle.
Analysts note that Caltex is seeking a concrete transformation from its role as a fuel refiner, distributor to a marketer. Its penchant for more autonomy had the company cutting ties with the US parent Chevron in 2015.
The fuel distributor is also making plans to augment its store network and supply chain infrastructure by using digital platforms, acquisitions, partnerships and joint ventures.
However, Segal ruled out competing directly against supermarket chains like Coles or Woolworths.
“We are looking at what is really important to the customer – what are the most valuable things from a customer perspective from a convenience point of view,” Segal told The Sydney Morning Herald.
Caltex is envisioning more value proposition to convenience stores in such a way that customers do not have to leave their cars to pick and pay for purchases.
According to Segal, the company is also exploring technologies like number-plate recognition systems used by car park operators and ticketless payments in hiking the value of convenience stores for the busiest customers.