True to fuel retail innovation at Shell

Global energy company, Shell has collaborated with True, to gain access to emerging retail technologies and businesses.

With around 44,000 sites in close to 80 countries, Shell is the world’s largest mobility retailer and one of the largest single-branded retailers of any kind.

This collaboration will facilitate Shell’s continued ambition to remain at the forefront of retail innovation, by using new technologies, as it it focuses on delivering customer-centric experiences to over 30 million customers globally a day.

True will introduce businesses from its Live Network of enterprise-ready technology and consumer-product businesses to Shell, on a focused and pre-emptive basis, to enhance its operations and the customer experience. This will ensure it can deliver a seamless customer interaction whether through digital touchpoints or physical retail stations.

Commenting on this collaboration, Janine Albrecht-Webb, GM digital and Technical Marketing Integration at Shell said: “Our customers are at the heart of everything that we do.  Part of our concerted effort to make each and every one of our customers’ journeys better requires looking at opportunities to improve and transform the way that we do business and serve them across the world.  With True, we see huge potential to discover technologies and innovative companies in the retail space that could help us achieve our ambitions and transform at scale.”

Mike Tattersall, True’s Chief Commercial Officer says: “Shell has a strong track record of investing in innovation throughout the different areas of the organisation. We’re delighted that we now have the opportunity to share our sector-specialist expertise and network with one of the world’s largest companies. We are looking forward to working together to support Shell as it continues to build a resilient and customer-centric retail experience that is fit-for-the-future.”

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19 July 2019