by On June 9, a delegation from Kazakhstan – representatives of Petro Retail and GASENERGY – visited ‘BRSM-Nafta’ gas stations to learn about the experience of creating full-fledged supermarkets at gas stations and to find out how the retail fuel market in Ukraine differs from Kazakhstan.
‘The Ukrainian fuel retail can without exaggeration be called one of the flagship industries of the country. Gas stations in Ukraine have long become more than just a place to fill up a tank with gasoline: here, fresh coffee is brewed, delicious food is served, and rest is offered. The level of comfort is so high that our country has become a place where people come to learn from even traditionally oil-rich countries,’ comments Oleksandr Melnychuk, the marketing strategy director of the ‘BRSM-NAFTA’ gas station network.
During the business visit, the guests visited 5 ‘BRSM-NAFTA’ gas stations in Kyiv, where they noted spacious retail areas, a wide range of products, a modern gastro-zone, and clean restrooms. Moreover, the delegation was impressed by the store format itself – showcases, panoramic windows, modern interior design.
‘We are amazed by the conversion rate of the ‘BRSM’ network. A remarkable coefficient. Every client coming here to refuel buys a lot of goods. Especially impressive is the Good Market supermarket format – clearly enhanced high-margin segments such as coffee and gastronomy. An interesting design of the gas stations plus segmentation – both Good Market and minimarkets, but even where the area is small, you feel the high efficiency of returns from each square meter,’ noted Tulemys Shotanov, the CEO of Petro Retail.
In turn, Murat Maulenbekov, the logistics and transportation director of GASENERGY, noted the successful implementation of the concept voiced by the top management of ‘BRSM’: ensuring complete customer safety and comfort.
‘It is noticeable how much attention the owners pay to the territory, the retail space, its design, and the assortment. Talking with ‘BRSM’ customers, I realized that they feel the ‘premium’. Today’s consumers are very sensitive, and it is necessary to be exclusively sincere with them – otherwise trust will be lost,’ he added.
In addition to the excursion program, tastings, and discussions on current fuel market issues, representatives of the ‘BRSM-NAFTA’ network held consultations for colleagues from Kazakhstan on modernization and a comprehensive approach to clients.
The full text of Tulemys Shotanov’s interview can be read on the ‘Delo’ website.
