Petroforum 2010

23 March

23 March 20101 Greener retailing - maximising brand value

Sustainable brands

in fuel & convenience

retail

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4 things about Circle

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Today

1. Sustainability and brand

2. Integrating alternative fuels

3. Sustainable design for retail sites

4. Opportunities in the convenience store

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Sustainability and brandDefinition

Economic Social Environmental

PROGRESS

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Sustainability and brand

Anticipated that by 2020 there will be a 75% increase in car

ownership and a 56% increase in traffic levels globally

Mandate to reduce carbon emissions, e.g. Europe - reduce 20%

by 2020 with 20% from renewable sources

Challenges on water conservation

Lower energy buildings

Renewable energy development, especially solar

How sustainable can fuel retailers be?

Context

Petroforum 2010Sustainable brands in fuel & convenience retail

Environmental responsibility used to be a differentiator:

Prius, Whole Foods, Pret a Manger, BP

Now a requirement

Greenwash – public perception vs. actual performance

Sustainability and brandBuilding your reputation

Petroforum 2010Sustainable brands in fuel & convenience retail

Live up to your promises

Sustainability and brandBuilding your reputation

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Integrating alternative fuelsConsiderations and opportunities

Alternative fuel types becoming increasingly available

– natural gas, hydrogen, electricity etc.

e.g. EU 20% by 2020

Cleaner fuel types available

e.g. biodiesel blends

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Different fuel providers

Retailers need to use this

to market themselves,

even if networks and user

numbers are low

Integration on existing

forecourts or standalone

Integrating alternative fuelsConsiderations and opportunities

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Opportunity

to stand out

Integrating alternative fuelsConsiderations and opportunities

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Integrating alternative fuels

Support national initiative in Abu Dhabi to promote natural gas

as a vehicle and longer-term as a domestic fuel

Launch conversion centres plus filling points integrated on

existing retail sites

Promote fuel initially to car fleet owners, then to public

transport, then private consumers

Communication materials for exhibitions, sales presentations,

advertising and general awareness building

Practical and eye-catching ways to promote NGV on retail sites &

differentiate pump island

Example - ADNOC NGV

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Integrating alternative fuels

Retail images

ADNOC NGV

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Integrating alternative fuelsCommunicating NGV

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Sustainable design for retail sitesLife cycle consideration

DESIGN

Waste reduction

Pollution prevention

Recycled content

Energy reduction

Use of natural materials

USAGE

Energy efficiency

Water conservation

Non-toxic or less-toxic

materials

Renewable energy

systems

Longer life materials

and fittings

RETROFIT/DISPOSAL

Reusability

Recyclability

Disposal

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Sustainable design for retail sites

New retailer in Kuwait with a brand ambition to innovate

and lead the way

Modern and wanting to rival best international best practise

Clean energy on the forecourt

Worked in conjunction with a specialist environmental consultant

to plan sites, assess energy savings and scope for contractors

Specialist contractor to design special skylight element,

supply PV panels and manage installation

Example - Oula Solar

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Sustainable design for retail sitesExample - Oula Solar

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Sustainable design for retail sitesExample - Oula Solar

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Sustainable design for retail sites

Aim to be zero carbon company by 2050

1st carbon neutral Tesco store in the UK

Energy generated on site using renewable energy and excess

exported to the national grid

30% more to build but 50% less energy used

Can have value and values!

Example - Tesco

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Sustainable design for retail sitesExample - Tesco

Roof lights and sunpipes

– natural daylight

Sustainably sourced

timber frame and

flooring tiles from a local

supplier

Energy efficient heating,

air conditioning and

equipment e.g. bakery

ovens

Rainwater collected and

used for toilets and

carwash Solar powered street

lights and crossing

beacons1st LED car park in UK

Gases for refrigeration,

heating, ventilation and

air-con with virtually no

environmental impact

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Sustainable design for retail sitesTesco

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Opportunities in the convenience store

LEED accreditation

Energy Star e.g. refrigeration

Materials and lighting

Toilets

Energy monitoring

Brand communication

Design

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Opportunities in the convenience storeProduct & offer

Local food - purity, traceability and food miles

Healthier food

Packaging and uniforms

Barcodes & wastage

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Brand behaviourTangible policies & systems

Supply chain

Community

Employees

Measurement

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Opportunities to stand out

Live up to your promises

Every step of the journey

Build trusting relationships with all

audiences

Value and values, build brand equity

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Sustainability & maximising brand valueSummary

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