Metro takes its retail curation to the fast lane

Metro Singapore is taking its retail curation beyond its department stores for the first time, partnering with Shell Singapore to bring curated products and experiences to the service station network.

The partnership kicks off with Formula 1 collectibles at eight Shell Select stations from 1 September, timed to the Singapore Grand Prix season. The activation brings motorsport merchandise into customers’ everyday journeys, giving fans another touchpoint to shop and engage with the racing season.

The collaboration marks a new retail channel for Metro as it looks to expand beyond the traditional large-format department store model. The retailer is exploring more focused and flexible formats, partnerships and physical touchpoints to bring curated brands, products and experiences closer to customers.

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Meanwhile, for Shell, the partnership forms part of its efforts to evolve its service stations beyond traditional refuelling destinations, with the company looking to create more integrated destinations combining mobility, convenience and retail experiences.

The pilot is available at eight Shell Select stations across Singapore, including Seletar Hills, Newton Circus, Paya Lebar Macpherson, Havelock, Macpherson, Telok Blangah, Bukit Batok Road and Siglap.

“Retail is no longer defined only by where a store is located. Increasingly, it is about bringing the right products and experiences to customers wherever they are,” said Erwin Wuysang-Oei, CEO, Metro Singapore.

“Our partnership with Shell is an exciting beginning to how Metro can extend beyond the traditional department store. By combining Metro’s retail expertise with Shell’s network of everyday customer touchpoints, we can create new moments of discovery and convenience for our customers," added Wuysang-Oei. 

In tandem, Doong Shiwen, general manager, Shell Mobility and Convenience Singapore said that the future of convenience is about "meeting customers where they already are." 

“At Shell, we are evolving our service stations beyond traditional refuelling destinations into places where customers can shop, discover and enjoy new experiences as part of their everyday routines. Partnerships such as Metro play an important role in that journey, helping us bring trusted brands and new retail experiences closer to customers through our network," added Doong. 

Looking ahead, Metro and Shell said they will explore further opportunities to deepen customer engagement, including curated lifestyle concepts, exclusive member privileges and branded experiences for Metro Treasured and Shell GO+ members.

The partnership comes as both companies look to expand the role of their physical touchpoints. For Metro, it forms part of its ongoing retail transformation as the retailer moves beyond the traditional department store model through concepts such as SLEEPLAB, MINIMUSE and K-EDIT, as well as collaborations outside its own stores.

For Shell, the tie-up builds on its broader push to turn service stations into destinations beyond fuel and convenience retail. In a recent collaboration with POP MART, Shell introduced an exclusive HACIPUPU collection and immersive experiences across selected stations in Asia, with the initiative rolling out from China to Singapore, Thailand and the Philippines. The collaboration included limited-edition merchandise, forecourt takeovers and interactive displays, reflecting Shell’s efforts to use brand partnerships and pop culture to create more engaging customer experiences.

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