The transition from being a Shell-branded fuel service station to Gulf has proved a commercial win for a family-run service station in Aldershot.
Already on the map as the fuel station used for a photo shoot launching Gulf’s partnership with McLaren Racing, which included a visit from F1 driver Lando Norris.
Located in a prime urban area, Aldershot Service Station sits on the busy A323 into Guildford and usually pumps around four million litres a year.
Owned by the Hayat family and run day-to-day by son Farris Hayat, the 24-hour site transferred to Gulf in June 2020 during lockdown.
Providing competitive pricing and flexible credit, Gulf has supported the fuel station throughout this challenging time. But it’s not simply about costs. Adding value across the service station’s business, from how the site looks and its layout to recommending tools and processes to drive sales and improve profitability, Gulf has offered a 360-degree approach.
Improved cashflow through better card services terms
One of the key reasons for the switch to Gulf is the improved payment terms and rates on the card services package, as Farris Hayat explains: “As fuel station owners will know, it can take seven days for some brands to process debit and credit card payments. With Gulf, the payment hits your account the next day – this can make a significant difference to cashflow especially as contactless payments are on the rise.”
Investment to drive efficiency and sales
Part of the process also involved reviewing the site itself with a number of improvements made.
Designed to attract new customers, the outstanding new Gulf forecourt livery has transformed the fuel station. The new Gulf forecourt design, which incorporates the new wave design, wrap around LED lighting, flashes of heritage colours and prominent easily recognised Gulf logos, has been developed and launched in the UK, and is now being implemented in markets across the globe.
Gulf has also provided investment for the installation of four of the very latest Gilbarco Veeder-Root SK700-II pumps, which offer flexible dispensing and a better customer experience all round.
The company has also supported with investment into their shop with a view to increasing footfall and basket value.
New till system opens up access to award winning loyalty programme
Another recommendation was the installation of a new Oyslans till system, which means Farris and his team can now take advantage of Gulf’s Award winning Oomph Fuel Rewards loyalty programme – allowing the business to tailor promotions, build revenue and give customers that all-important reason to come back.
The forecourt loyalty programme, which was winner of Best Oil Company Initiative at the 2020 Forecourt Trader Awards, also enables Aldershot Service Station to support a local charity and give back to its local community.
In this instance, the charity of choice is Step-by-Step – an Aldershot-based charity that provides accommodation, personal development opportunities, and specialist support services to empower young people and prevent homelessness.
Successful switch and a positive future
Owner of Aldershot Service Station, Farris Hayat is pleased with the way the business relationship is working, he said: “Peter goes out of his way to look after us. Changing fuel suppliers can be daunting but Peter made the transition from Shell to Gulf simple. We loved having the McLaren team here for the launch and everyone in the community has commented on how good the site looks… and how good the prices are!”
Gulf Area Business Manager, Peter Goemans adds: “It’s an exciting time for Gulf, we’re growing all the time. The new brand image is flying, customers love it and with our flexible commercial approach we’re winning over plenty of sites.
“The new loyalty scheme too is providing another reason for customers to jump on board with us. If offers a pathway to support a site’s growth and helps owners to look after their regular customers by rewarding them – allowing them to say thank you for their custom.”
Going forward, the team at Aldershot Service Station is looking to expand its shop with additional refrigeration facilities and shelving opportunity and Gulf will be there to support them at every step.
Could you do with a fresh eye on your business? Talk to a Gulf Area Manager today, call Peter Goemans on 07825060274 or click here.
