Shell and 7-Eleven to end 11-year partnership in Singapore

Shell has unveiled plans to end its partnership with convenience store chain 7-Eleven after 11 years in the Singapore market. Prior to the move, 7-Eleven was running as the retail outlet across Shell’s network of petrol stations in Singapore. In a press statement confirming the move to Marketing, a Shell Singapore spokesperson added that the contract is slated to end this year.

Meanwhile, its current network of 57 stations will undergo a transition to its "Shell Select" convenience brand. This was started with the launch of the Shell Tampines Avenue 2 station.

To bolster its offering, Shell has also struck a partnership with McDonald's, and is 'looking at other options that are aligned to its customer value propositions'.

Shell declined to comment further on marketing activities and revamp. Meanwhile 7-Eleven did not respond to Marketing's queries at the time of writing.

"The national revamp will take place gradually in phases with the introduction of 'Shell Select' and 'Deli by Shell'. We continue to improve our station offerings to ensure we make life's journeys better for all customers. The Shell Tampines Avenue 2 station is testament to this commitment and how we are preparing for the future," the Shell spokesperson added.

In September this year, Shell partnered with DirectAsia for the latter “More or Less” campaign. The campaign aimed to reward both new and existing DirectAsia customers who are members of the Shell Escape loyalty programme, with various exclusive perks and services. It is for the Singapore market.

Meanwhile in Malaysia, Shell struck a partnership with Costa Coffee in August, following a successful trial. According to a press statement, the launch saw an initial roll out of 200 locations across Shell Select stores over the next 12 months, with more to follow.

It also launched its #StationStories campaign in April this year. The company premiered the story of Rasyidah and Zakiah it its latest edition to the series.  Themed on friendship, the light-hearted story features two university students who are best friends for almost a decade.