Caltex’s magazine for employees, franchisees & resellers
Issue 50 Dec – Jan 10
Convenient, clever solutions
Why are the 21CC stores generating so much excitement among Caltex people and the broader community? The answer is that they’ve been specifically designed and tailored to provide “the most convenient and clever solutions for everyday occasions,” says John Dulgaro, Acting National Manager Retail.
The layouts maximise available floor space with innovative island chiller cabinets, wall chillers and merchandising pods showcasing the offer. Plus they provide customers with a more open environment in which to browse.
“In addition to everyday convenience items, the 21CC Star Mart offers a tailored range of products and services including fresh food and produce, freshly ground coffee and in-store bakery, and pre-prepared take home meals,” says John.
The Healthier Options range is designed to meet the needs of increasingly health-conscious convenience customers and give them a broader choice compared with traditional convenience store offers.
In this issue:
Rollout of new stores gains pace
Inside the East Perth Store, where layouts maximise floor space
The rollout of Caltex’s 21CC Star Mart convenience stores is gaining pace across Australia with the first in WA now open and two more in Queensland.
The rollout of Caltex’s 21st Century (21CC) Star Mart convenience stores is gaining pace across Australia, with the recent opening of sparkling new outlets in East Perth – the first in WA – and two in Queensland.
The opening of the Sunshine State’s first site at Brookwater near Ipswich was followed in August by a site in Plainland on the busy transport corridor between Ipswich and Toowoomba, 30 kilometres inland from Brisbane.
East Perth – two years in the making
The Star Mart East Perth, which has taken two years to create is the result of a complete knock down and now incorporates the latest Caltex product offers both in store and on the forecourt. This includes Vortex premium fuel and products and a 24-hour carwash.
“Opening the doors here in Western Australia has been a huge leap forward for us,” says Andrew Triplett, the Business Manager responsible for the site. “It’s also great to test and develop our 21CC offer with WA customers.”
The “soft” opening in November was followed by a gala day. People living in the East Perth area were invited to visit and view the store, as well as all those responsible for getting it up and running – from project services to logistics and the retail team.
Because the site was closed for two years it will inevitably take some time for sales and revenues to pick up to expectations, explains Andrew. “It’s very much a long-term prospect for us.”
But strong promotional support is expected to speed that process. A win-a-car promotion in November was heavily advertised in the store and promoted via newspaper and radio advertising. The site manager, Giles D’Abreo, and his team also organised leaflet drops in the local neighbourhood.
“The fantastic new range like our fresh offer that includes sandwiches, bakery, salads and home meal solutions all dovetail nicely into our broad vision to be a world-class convenience retailer,” says Andrew.
Plainland – another first
The 21CC site on the Warrego Highway at Plainland in Queensland represents another first for Caltex in the state.
“It’s the first travel centre we’ve developed in Queensland,” says Business Manager Jason Jones. “It matches and improves on what some of our competitors offer in the southeast corner.”
The site is part of a new multi-million-dollar one-stop travel service centre covering 1.19 hectares. In addition to the Caltex Star Mart, there’s a KFC, Hungry Jack’s, Subway, Coffee Club and information centre for travellers. The Caltex store, which has 12 permanent staff, opens 24 hours a day.
It represents a great opportunity, says Jason. The site is on a busy road half-way between Ipswich and Toowoomba, and Plainland itself is a growing community with new commercial developments.
People from satellite towns in the district are already finding our site to be a useful convenience facility. It’s the only shopping complex in a broad region that’s open on a Sunday, Jason says. Meanwhile all customers are enjoying the value-added combo promotions on offer.
Early sales results are generally pleasing, with fuel sales “going gangbusters,” Jason adds. “The separate diesel canopy allows us to cater to both the convenience customer and the commercial road transport flow of the Warrego Highway.”
More 21CC sites are already on the drawing board for WA and Queensland and awaiting local authority approvals. Mundaring in the Perth Hills is likely to be among the next to open.