Store test ideas for the future

That's just what New Product Development Executive Melinda Bossina wanted to hear. On 30 August 2007, the Heathcote store became the first "twenty first century Caltex" (21CC) concept site to open its doors to customers – the end result of a pilot project to redesign Star Marts and realign the Caltex offer in line with customer needs.

The new 21CC project will test the new retail concept in the next 12 to 18 months. There will be five trial sites, four in metropolitan areas of Sydney and one at west Gosford on the NSW central coast. They range from large to small stores.

"Having more products visible is exactly what the new design is meant to achieve," explains Melinda. "It's been developed around showing off the products for sale and making it easier for customers to navigate."

The new trial merchandising offer incorporates research of the latest trends and customer desires. The traditional range of confectionery, snacks and beverages are complemented by quality Mocopan coffee with fresh beans and milk, fresh bakery items including gourmet sourdough bread, a healthier alternatives range, ready prepared meals, indulgence treats, last minute gifts and top up shopping pantry items.

It's all about keeping Caltex ahead of the competition, Melinda says. "Though we're currently the number one convenience retailer in Australia, we can't be complacent and must continue to innovate, test new things and change to stay in front and keep up with customers' expectations."

The opening of the 21CC trial store was a result of huge effort from many departments within Caltex and a consultant specialising in the design of retail environments.

During the trial period, sales and feedback will be analysed to enable further fine tuning of the offer. Each trial site is in an area with different demographics, which will allow the concept to be tested across a variety of customer categories.

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