Index

Shell Retail is the number one mobility retailer in the world, serving around 30 million customers a day, processing 11 billion transactions annually across a network of more than 44,000 Shell stations in more than 75 countries.

Scale, a leading brand and differentiated products and services are key to our success.

Our brand is number one in 50 countries, out of the 64 measured by Ipsos & Kantar TNS [A], and more than one in every five customers worldwide prefer the Shell brand, if given a choice.

Shell Retail uses a range of operating models. We select the best model to optimise delivery, depending on the geographical area, and deliver this through several differentiating factors:

People – are at the heart of the Shell culture. We pride ourselves on having more than 500,000 front-line service champions who are confident, empowered and proud to represent the Shell brand. We have one of the largest global employee-recognition programmes, People Make the Difference Real, in which the best front-line service champions from across the world are invited to an annual event where the best service champion is crowned.

Fuels – Shell V-Power is the most successful premium fuel in the world. Shell established this category of fuel over 20 years ago and it now makes up close to 20% of our total branded fuel sales. We have a strong innovation partnership with Scuderia Ferrari. This partnership enables our scientists and engineers to develop cutting-edge fuel technologies for the racetrack that can be used to make better road fuels for our customers. In line with the Royal Dutch Shell purpose, we are also focused on producing more and cleaner energy for our customers by enhancing the performance and efficiency of our current gasoline and diesel and by maintaining our position as the leading marketer of low-emission energy such as hydrogen, biofuels, LNG and electric vehicle (EV) charging.