Shell network relaunch next week

Photo / Amos Chapple.

Greenstone Energy is promising "the biggest business launch in New Zealand for New Zealand" next Wednesday, when it unveils its plans to revamp the nationwide network of 220 Shell service stations.

Greenstone, an Infratil offshoot, bought Shell New Zealand's downstream assets - service stations, a 17.1 per cent share in the Marsden Point oil refinery, as well as commercial operations, storage and distribution facilities - last March, in 50-50 joint venture with the New Zealand Superannuation Fund.

While the business has three years rights to the use of the Shell retail brand, Greenstone's chief executive, Mike Bennetts, has made no secret of the fact that a review of the brand is a fundamental part of Greenstone's challenge.

Revamped retail and customer experience strategies have also been decided, with Greenstone working from its earliest days to build its image as a 100 per cent New Zealand-owned oil industry player.

The company believes this helped its market share grow against market trends, especially by bringing its commercial sales call centre back to New Zealand and because of BP's embarrassment last year over the Deepwater Horizon rig explosion and oil spill.

However, the potential appeal of a new Kiwi petrol brand has to be offset against the risks to market share risks that could come by ditching a globally recognised consumer brand for an unknown new identity.

On the other hand, using Shell's branding requires Greenstone not only to abide by rigid global brand rules, but also to consider the wider Shell's reputation in its public stance on issues, not to mention hefty annual fees for rights to the Shell name.

An invitation received by journalists yesterday sports a wrapped petrol station sign plinth, glowing slightly and suggestive of whatever logo Greenstone chooses to go with, but gives no hint as to the big decision.