With fuel margins tightening, Convenience Retailing (CR) plays a key role in delivering profitable retail sites for petrol stations. Shell, however, were struggling to offer a welcoming environment and as a result were missing out on revenue. The Shell Select shops needed a contemporary repositioning. Setting out to transform customers’ mind-set from ‘fuel on the forecourt’ to ‘food in the shop’, a warm, inviting experience was delivered, with the new design using full height windows as well as wood and earthy colours to reinforce a feeling of quality. The power of design is clear. After Shell trialled the shops in the UK, results encouraged them to adopt the design worldwide. It has been implemented in over 500 shops and the new generation Shell Selects are recording an average 42.1% increase in food and drink sales, with 77% of all stores converted experiencing a market share growth.