Forecourt

>> focus on simplicity with a modern and more upmarket look and feel. Simple navigation and communication facilitate busy lifestyles, making shopper missions easier, faster, more efficient, and enjoyable in the convenience grocery section. Maxol understands that modern convenience is now more than value and speed, it’s also about surprise and a pleasurable experience. With food-to-go being a key driver to modern convenience, Maxol heroes its food and coffee offerings in-store under its own bespoke brands. We have removed the inconvenience of shopping by using technology and shop layout to make it easier for customers to shop, giving them back time and control. To connect the forecourt Maxol brand, retail Maxol shop brand, and the Maxol car wash brand, in 2020 a new brand identity was introduced. The new look and feel appealed to both new and existing customers and has been rolled out across all touchpoints in-store, on the forecourt and on digital platforms.

Q: We’ve witnessed historic fuel prices in recent months, how have you managed to navigate through this challenging time?

A: Being proactive and having an open line of communication in real-time with our retailers, customers and stakeholders was and still is vital. As a result of coming out of Covid and the war in Ukraine, volatility in the wholesale fuels market has been extreme. We have had to be flexible and agile, adapting our daily pricing to reflect ever-changing wholesale prices and market conditions. It has been a challenging time and thankfully, in recent weeks the market has been more stable. Using Maxol’s A2i pricing system, the real time price updates ensure that we continue to give best value for our customers when they need it.

Q: The growing public appetite for electric vehicles (EVs) presents a unique opportunity to forecourt operators. What are your current plans for the development of electric vehicle charging stations?

A: We are gearing up to ensure the right infrastructure is in place to support the move to electric and, to date ten sites have charging points and up to a further five larger EV hubs with rapid chargers are planned by the end of 2022. We have an internal working group reviewing how the business prepares for the future and the logistics of facilitating EV drivers and changing modes of mobility. Our first dedicated Electric Vehicle (EV) hub will open in Kinnegar, Co. Down later this year and it will offer charging facilities for up to six cars at any one time. The facility will provide a range of chargers of up to 200kw, one of the highest capacity chargers available to the public in Northern Ireland, which will deliver up to 80% charge in as little as 20 minutes. EV hubs like the one in Kinnegar are of paramount importance if we are to develop the appropriate infrastructure to service the growth in EVs. We are also working on innovative solutions to technical challenges that might impede progress, such as connection to the grid and challenges in relation to power supply and battery storage. Maxol’s focus is to ensure that our network will be ready to deliver a strong customer experience that also includes a modern charging infrastructure.

Q: How have you continued to innovate within your digital offerings to stay on top of trends and enhance customer experience?

A: Implementing the latest technology both on and off the forecourt and looking at new ways to satisfy customer demand, such as online ordering and delivery services, contactless payment solutions and loyalty programmes, are central to Maxol’s digital strategy. Our newest and most innovative digital offering is the Maxol Loyalty App which was launched earlier this year with a first to market FuelPay feature. The app was developed to offer a wide range of other services which we want to be able to offer to our customers on one digital platform, creating a shop window for Maxol in the palm of our customers’ hands. This is the only app in Ireland that offers FuelPay, a feature that allows customers to pay for their fuel, from their vehicle. The feature will also be available shortly for all Maxol fuel card customers. Our loyalty proposition was conceived following in-depth research on global best practices and includes two main elements, “digital stamps” to reward frequent purchases on coffee and car wash and “stars” to reward recent visits and new customer referrals who sign up for the app. As well as the app, our new Eurodata system provides innovative customer facing technology to ensure a seamless omni-channel integrated experience for our customers. The world is constantly shifting towards easier and quicker payment solutions using mobile applications. In 2018, we joined forces with mobility payment solutions specialists Easytrip to offer a drive-in car wash and go solution for customers who want to keep their vehicles in pristine condition. Without getting out of their car customers can simply drive up to a Maxol car wash, press the Easytrip button, their tag will beep, and the wash will commence as normal. As well as FuelPay with our new Loyalty App we also have outdoor payment terminals across our network, allowing customers to pay at the pump for their fuel in a secure and fast manner. We are continuing to invest heavily in technology to improve customer experience and help measure e-business performance.

Q: How would you sum up your main point of difference from the competition in one paragraph?

A: Maxol is the story of an Irish family that has been at the heart of communities across Ireland for almost 102 years. We are Ireland’s largest privately-owned forecourt convenience retailer and being at the heart of every community in which we operate has been key to our success. Driven by key tenets including putting people first, innovation and technology, sustainability, and community, we offer a wide range of products and services across our three core divisions of retail, fuel cards and lubricants. Maxol’s business model is transitioning to a convenience food service brand selling the highest quality advanced fuels and new energies for mobility. And the real point of difference - our service stations are run by local people, employing local people serving local communities.

Brian Donaldson

Texaco

Fact File:

Name of operator:

Valero Energy (Ireland) Limited (the company that markets fuel in Ireland under the Texaco brand) Number of locations nationwide: 151 service stations Head office: 1st Floor, Block B, Liffey Valley Office Campus, Quarryvale, Dublin 22, D22 X0Y3 Website: www.texaco.ie Tagline: ‘Trust Your Car To The Star’

Fact File:

Name of operator: Circle K Ireland Number of locations nationwide: 420 Head office: Beech Hill Office Campus, Beech Hill Rd, Belfield, Dublin 4, D04 Y016 Website: www.circlek.ie Social media: @circlekireland Tagline: ‘Take it Easy’

Moving Ahead

Fact File:

Name of operator:

Inver Energy Ltd Number of locations nationwide: 90+

Head office:

River House, Blackpool Retail Park, Cork Website: www.inverenergy.ie

Social Media:

Instagram and Facebook @invercommunity Tagline: ‘Ireland’s fastest growing forecourt network’ The average cost of fit out: €36,000 Inver Macroom, Co Cork. The company has been recognised as the fastest growing forecourt

network in Ireland

Inver’s retail fuel brand was established in 2012 and has been recognised as the fastest growing forecourt network in Ireland. With over 90 Inver branded forecourts, including five company-owned and operated sites, the network has grown in strength over the past ten years. This dynamic expansion of the brand directly results from Inver’s lifetime core values of quality and community, supported by the company’s biggest asset, its people.

Ben Lenihan joined Inver in 2011 as Inver’s retail fuel director and he and his team have played an instrumental role in creating the Inver retail fuel brand. Lenihan has led the development of the network by continuously nurturing relationships with potential dealers, forecourt partners and fostering a team approach with work colleagues.

“Joining Inver was a very exciting move in my career,” says Lenihan. “I was impressed by the company’s impeccable reputation as a national fuel supplier, their ethos, and forwardthinking approach. The growth potential in the Irish forecourt market was encouraging and with an attractive brand proposition and a knowledgeable team, we were optimistic about the future. Inver’s retail fuel brand proposition has differentiated us from the competition and been resonating with the dealers and motorists alike through Inver’s core values of fuel quality and support for the community. We offer our forecourt partners security of supply, unparalleled quality of fuels, and better pricing from our co-owned stateof-the-art import terminal in Foynes, Limerick,” he explains.

“Inver is a progressive company, and we take great pride in delivering the best fuel and energy solutions to our customers and seeking ways to add value to their business. Introducing Inver Xtra, our additised fuels, as our standard petrol and diesel at each Inver service station in 2020 was one of the most significant steps to help reduce carbon emissions. Since then, we have developed a range of high biofuel blend products, with new projects in the pipelines.” said Lenihan.

Inver’s commitment to the community is evident through its unique Leading Lights programme and Junior Munster Rugby Supporters Club sponsorship. Over the last 10 years, its CSR (corporate social responsibility) programmes utilised a fund of over €500,000 to provide local support on the ground to organisations that share common goals in supporting education, technology, children, and family. Inver’s strategic vision is to continue strengthening and expanding its network, delivering a seamless fuelling and retail experience to meet the expectations of modern Irish road users. In the next few months, Inver will open a new state-of-theart, vibrant service station in Racecourse Mallow, Co. Cork.

In the dynamic landscape of the forecourt retailing business in Ireland, Inver continues to invest with confidence in company-owned forecourts and in new and existing dealer partnerships. According to Lenihan: “It’s hugely gratifying to be a part of Inver’s retail journey paved with countless opportunities and a number of challenges. With our team’s effort and dedication, we have established Inver as a key player in the Irish forecourt market. The plan is to keep expanding our network. The company’s progressive nature combined with its lifetime values is a perfect foundation to continue to grow this strong brand, attract new customers, and nurture existing partnerships with our forecourt partners and retail suppliers. We’re looking forward to the next ten years in the business.” ■