Retail Convenience

The objective of forecourt convenience retail is to elevate the overall customer experience by providing essential products and services conveniently and accessibly, catering to customers' needs while they are on the move. 

My CR journey commenced in 2010 when I assumed the role of National Convenience Manager, leading the Retail Category Team. Collaborating with Smollan, I embarked on a transformative project to redefine Category Management at TotalEnergies. I formulated a comprehensive training program for the dealer network, coupled with a rigorous compliance framework. These efforts culminated in my recognition with the 2011 Total Global best practice award for "Category Management and Merchandising."

With the implementation of a new POS system and access to data, we were able to harness the capability to analyze and comprehend customer preferences, market trends, and product performance. This enabled the category management team to make well-informed decisions concerning product assortment, pricing, promotion, and placement within distinct categories.

This approach empowered TotalEnergies to optimize sales, profitability, and customer contentment by tailoring category offerings to align with the preferences and requirements of the target audience. Moreover, the Category Management process encompassed diverse activities such as data analysis, inventory management, collaboration with suppliers, and strategic planning. These collective efforts ensured that every product category was effectively managed, contributing to overarching business goals.

In parallel, my responsibilities extended to overseeing the Category Management team, as well as engaging in supplier commercial negotiations, devising promotional strategies, and shaping pricing tactics. Within this role, I identified opportunities for CR and Non-Fuel offerings at both existing and new stores. I was actively involved in curating the store ambiance, selecting furniture and finishes, optimizing store layout, creating category plans, and developing planograms. 

My involvement also encompassed the installation of Retail Systems, configuring databases, initiating opening orders, coordinating merchandising activities, and facilitating successful store launches.