MOL Group has begun rolling out a scalable convenience store prototype created in close collaboration between its internal retail group and CBX.
The first 28 locations under the Fresh Corner brand opened over the course of the past three months in six countries (Hungary, Croatia, Romania, Serbia, Slovakia and the Czech Republic). The initial stores range in size from 500 to 2000 square feet.
CBX was tasked with creating a new retailing concept and prototype that would reflect and respect the diversity of the company’s distinct national markets. In addition, with its expansion driven by acquisitions, MOL’s network currently incorporates a number of different nameplates and footprints. Consequently, part of CBX’s assignment was to develop guidelines and criteria to help the company determine which store size and product assortment would be right for particular markets and locations.
Joseph Bona, CBX president of branded environments and a veteran c-store designer, noted that product offerings in MOL’s retail facilities were heavily focused on automotive supplies and accessories. To aid the company in developing a true convenience retail assortment, CBX analyzed MOL’s sales data to determine the optimal core offering.
Reflecting on the overall scope of the project, Lars Höglund, SVP MOL Group Retail, commented: “MOL defined a very ambitious retail strategy for the upcoming years. To be successful with our mission, we had to reconsider all aspects of our retail fundamentals step-by-step, and CBX was a great partner and mentor on this journey.”
“As a result of our intense, joint efforts,” Höglund summed up, “we now provide a relevant customer offer at all of the pilot sites, which includes an enhanced hot beverage and food-to-go program, a new convenience store concept with daily essentials, as well as a renewed car wash offer and other services. Ultimately, we intend to roll out these elements to all locations.”
MOL operates a fuel retail network of more than 1,900 sites in 11 countries across central and southeastern Europe.
CBX feature in the forthcoming PetrolWorld Magazine with a special feature article entitled “New Era Retail”. www.Petrolworld.net
The full story of the new Fresh Corner c-store created by CBX for MOL will appear in the forthcoming Cstore Executive Magazine online. www.Cstoreworld.com
Originally published in Petrol World.
As Strategy Group Director at CBX, Dustin is continually inspired to develop creative, innovative and purposeful ways to connect his clients’ interests to the lives of their customers.