First of the next generation Shell stations in North Luzon rises
Jun 10, 2021
Champions sustainable innovations, MSMEs in shift from gas to mobility stations
As the pandemic-stricken local economy slowly reopens, energy leader Pilipinas Shell Petroleum Corporation (Pilipinas Shell), known for championing sustainability in business, launched the first mobility station of its kind in North Luzon with more improved features for mobility, sustainable innovations, local enterprises, and customer-centricity at the core of its agenda.
“The pandemic demonstrated just how important mobility is in our daily lives. It kept some jobs and businesses afloat during a volatile period by expanding in new and innovative ways,” Pilipinas Shell President and Chief Executive Officer Cesar Romero said.
A customer-centric mobility station
Pilipinas Shell has taken on a fundamental role in shaping the mobility future of the country. It is recalibrating its gas stations and evolved its retail business model into what is now called the mobility stations.
According to Pilipinas Shell Vice President and General Manager for Mobility Randy del Valle, “While restrictions on mobility during the early phases of the pandemic were crucial to our health and safety, we cannot remain immobile forever. This is why the mobility station is designed to cater to the demands of the times and the evolving needs of the people.”
The Shell Marilao Mobility Station is a one-stop hub of convenience where customers can get their fuel-based products as well as vehicle maintenance checks through the Shell Helix Oil Change+ and car wash facilities. To address the growing community of motorcyclists, the Shell Marilao mobility station also offers the Shell Advance Moto Care Express. Customers can also get their essential items like food supplies through Shell Select and deli2Go, as well as from local partner clip-ins like Chatime and Farinas that offer various food choices.
Shell is transforming the typical gas stations into leisure and lifestyle destinations catering not only to motorists, but also tapping larger market segments with varying interests and needs like tourists and business travelers. Many of these individuals and/or groups who drop by the Shell Select Station will find that, aside from the aforementioned food and beverage brands, they can also buy some of the best products and goods that Bulacan can offer including turmeric tea, chicharon, mushroom chips, condiments, and processed meat.
Romero emphasized that the strategic location of all Shell Select Stations, like Marilao, is instrumental to making the offerings of a region known beyond its boundaries.
He also stated the need to promote local products that are specific to the community. He expressed confidence in that approach, citing the earlier success enjoyed by the Shell Select Stations: “From 85% uniform and 15% discretionary products, we flipped it around today to include 15% mandatory and 85% discretionary products on what is relevant for the community.”
Pilipinas Shell Non-Fuel Retail Manager Rolyn Tomarong also affirmed the role that the Shell Marilao Mobility Station plays in the larger entrepreneurial ecosystem, saying, “We do not exist within the confines of this site alone, but exist as part of a wider community. This is an exciting opportunity to use the Shell Select platform to serve more people and provide livelihood to the community. Some of the non-food products from Bulacan that we promote are native fans and bags, home furnishings, handicrafts and jewelry."
In support of DTI’s One Town, One Product
Pilipinas Shell is committed to support local micro, small, and medium enterprises (MSMEs) all over the country by providing entrepreneurs a venue to sell and promote their products through the vast network of Shell Select branches nationwide.
This is aligned with the efforts of the Department of Trade and Industry (DTI) to elevate locally made products from across the Philippine islands by showcasing the creativity, capability, and ingenuity of the Filipinos through the One Town One Product (OTOP) initiative. The Shell Marilao Mobility Station currently has 100 partner suppliers that are OTOP-accredited.
DTI Secretary Ramon Lopez described the national relevance of the Shell Marilao Mobility Station: “We are excited with this program. This is a meaningful project dahil nagbibigay ng support sa ating MSMEs and OTOP-reneurs. Mabibigyan ng platform ang ating mga OTOP-reneurs. This partnership shows the spirit of bayanihan in times of crisis. It’s one way to build back better for a post- pandemic future.”
DTI Undersecretary Blesila Lantayona seconded this, “The year 2020 has been very challenging to our MSMEs. The community quarantine since March 2020 in response to the pandemic has forced many businesses to close or operate at lesser capacity. Businesses are slowly opening up now from 20% in June 2020 to 50% in January to February 2021. Our MSMEs need financing assistance with marketing assistance coming in second. What we are doing now is a good service to our MSMEs because many of them had their cash flows affected by the pandemic. We are indeed thankful for this partnership with Shell as this will help entrepreneurs get back on their feet and help local governments rebuild.”
Key to economic rebound
As the pioneer in North Luzon, the mobility station in Marilao, Bulacan, is expected to create a positive impact and boost economic activity in the area by driving foot traffic, supporting homegrown businesses, and providing sustainable livelihood to the locals, while integrating ecologically sound innovations within its infrastructure.
Marilao City Mayor Hon. Ricardo Silvestre welcomed the opening of the Shell Marilao Mobility Station, stating that it is a big help to the community mainly due to the livelihood opportunities it could provide to the locals.
Innovations in sustainability
Pilipinas Shell is the first in the country to offer carbon offset products to the market. In line with its strategic priority to achieve low carbon operations through sustainable solutions, the Shell Marilao Mobility Station was built using Shell Bitumen FreshAir, which reduces the emissions associated with laying down of asphalt, the equivalent of reducing 40 cars worth of NO2 per kilometer of asphalt laid per year.
When it comes to features built into the new Shell mobility station, Shell Marilao is also equipped with rain catchers and solar panels, and its walls are made of eco bricks or reusable building materials made out of plastic bottles filled with solid plastic to make them denser. This allows for greater insulation, which drastically reduces energy consumption in the long run, resulting in lower financial costs and environmental impact.
A one-stop shop servicing MSMEs and communities
Pilipinas Shell’s integrated retail offer ensures that the mobility stations are also one-stop shops fully equipped with clean restrooms, car service centers, automated teller machines (ATMs), and various food establishments which specialize in a variety of delectable and pocket-friendly food options for the convenience of the customers.
“It serves as a pitstop where everything that a person can possibly ever need on a journey is readily available,” Tomarong said. “We are working to serve the community-- not just giving quality offers to our customers, but really serving the community and this partnership with DTI is helping our fellow Filipinos get back on their feet.”
The Shell Marilao Mobility Station elevates the consumer experience beyond what a regular gas station can do. With this station of the future, the customer journey is transformed from simply driving to a fuel station to enjoying a lifestyle destination that benefits both the local community and the environment. As Tomarong puts it, as mobility gets the economy going, Shell will become part of the Filipino’s journey into the new normalcy.
The official launch of Shell Marilao Mobility Station was executed through a hybrid event and streamed live on Shell Bulacan's Facebook page through Zoom last May 21, 2021. Shown in the photo from left to right (clockwise) are Department of Trade and Industry (DTI) Regional Director Leni Baluyut; Pilipinas Shell Non-Fuel Retail Manager Rolyn Tomarong; DTI Regional and One Town One Product (OTOP) National Program Head Asec. Demphna Du-Naga; Pilipinas Shell VP and General Manager for Mobility Randy del Valle; Pilipinas Shell President and CEO Cesar Romero; and Pilipinas Shell District Manager for North Luzon Jon Cuadra.
Pilipinas Shell VP and General Manager for Mobility Randy del Valle with Department of Trade and Industry (DTI) Bulacan representative Cristy Valenzuela inside the Shell Select store of the first Shell Mobility Station in North Luzon. Understanding the importance of MSMEs to the local economy, Pilipinas Shell supports the 'Buy Local, Go Lokal' campaign of DTI by providing a venue for Filipino entrepreneurs to sell and promote their locally-made products at Shell Select outlets thereby broadening their reach and increasing income opportunities.
Pilipinas Shell is aligned with the vision of the Department of Trade and Industry (DTI) to promote Philippine-made products through the One Town One Product (OTOP) initiative. This makes Shell Select more than just a one-stop shop, but also a platform for micro, small, and medium enterprises (MSMEs) to showcase their products and elevate the Filipino people's creativity, capability, and ingenuity.
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