Shell Dealership: Beyond Partnerships, Building Relationships
Shell celebrates more than a century of operations in the Philippines by continuing to build mutually beneficial dealerships that go beyond mere partnerships.
Having the second-biggest retail network in the country, the global fuel brand aims to deliver long-term value to their retailers and stakeholders to pursue growth opportunities in both the fuel and non-fuel segments, while maintaining a reliable and efficient supply chain.
Here are some of Pilipinas Shell’s partners and their journey towards their dream of a retail business.
Opening doors for skills enhancement
Second generation dealer Analiza Canlas from Pampanga started her business when she was offered a Company-Owned branch to help her parents who at that time already had four Dealer-Owned stations under her mother’s name, Gloria Canlas.
At that time, Canlas already had a convenience store franchise and a general merchandise business. Despite being new to the fuels industry, Canlas didn’t hesitate to grab this once-in-a- lifetime opportunity.
“I was excited and challenged at the same time,” Canlas quipped. “Transitioning from a general merchandise business to fuels is quite challenging but Shell was equipped with training programs to help us run the business,” she added.
For Canlas, Shell has opened opportunities not just for her family but for her employees as well. Her eldest daughter was able to also open two Dealer-Owned stations and is now a third-generation retailer for Shell.
“Malaking utang na loob ko sa Shell, dati limited lang ang mga nakakausap ko tungkol sa paghawak ng negosyo, nung pumasok ako sa Shell, marami ako natutunan, na puwede pala yun, maraming opportunities na puwede mangyari,” Canlas recalled.
Canlas also shared that two of her forecourt attendees were “Gas Mo Bukas Ko (GMBK)” scholars, one of Shell’s programs to help entry-level employees such as pump attendants to enhance their technical knowledge as well as their interpersonal skills.
“Kung babalik ako nung simula na mag-handle ako ng site, hindi ako nagsisisi na nakipagpartner ako sa Shell,” Canlas said.
Powering through with Shell’s heritage and expertise
The Aquinos, on the other hand, started their journey in 1997 by managing their first Company-owned station in Telabastagan, Pampanga station.
“Shell has been the company that I wanted to join since I started managing our family business. I thought being in the trucking industry would be an advantage for me in shifting to the fuels business because I can get the best fuel and lubricants and learn more on preventive maintenance for our fleet,” Dong Aquino stressed.
For 23 years, Aquino was fortunate to have expanded his dealership with Shell and now manages the biggest site in Northern Luzon, the Shell Clark field freeport zone.
“Me and my family are really thankful for this opportunity,” Aquino shared. “It’s not just about the money but the culture of building good relationships that we were able to apply not only in our business but in our lives, too,” he added.
After a time, the Aquino patriarch decided to involve his children--Mikee, who was able to open his Dealer-Owned station, and Nicole, who at the moment assists her parents in managing their four Company-Owned dealer cluster.
“I think the only challenge for us is not the pressure of living up to what my parents have accomplished but more of, what innovative ways can we come up with to help the business,” Nicole said.
While for Tetat, Dong’s wife, she’s glad that her children are committed in learning how to run the business, that aside from training and guidance from Shell, her children are doing their best to proactively think of other ways to help their business grow for the nextgenerations.
Indeed, the company’s heritage and expertise have helped propell them towards becoming the preferred fuel brand in the North Luzon region. Shell is looking to further expand and serve the North Luzon market with their next generation of retailers.
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