Leaders Forum: Karl Jones, Convenience Retail Manager, Mobil Oil

Leaders Forum: Karl Jones, Convenience Retail Manager, Mobil Oil

For the latest edition of C&I NZ, Karl Jones, Convenience Retail Manager, Mobil
Oil New Zealand outlines Mobil’s customer-centric focus, which was key to success in 2023.

Unprecedented fluctuations in supply and demand during 2022 meant almost monthly variations for Mobil, but innovative digital integrations have resulted in a positive year overall.

Karl Jones, Convenience Retail Manager, Mobil Oil New Zealand, said despite the challenges, he’s delighted with Mobil’s c-store performance in 2022.

“We are particularly proud of the transitions we have been implementing at our stores, as we seek to increase the digital experience for our customers as well as upgrade elements of our c-store operations,” he said.

Lessons learned from 2022 centre around a customer-centric attitude according to Jones, who said convenience stores are always busiest when the focus is on the customer.

“We’re continually learning about what customers need and want and then adjusting our strategy to meet those needs.

“Our initiatives including food-for-later and food and beverage combos on the Mobil Smiles Rewards App, which makes life easier for our customers by giving them the option to purchase their lunch or evening meal during their fuel stop,” he said.

And while Mobil continues to trial new initiatives, Jones said that overall, customers are responding well to the availability of quick and easy fare that’s well suited to on-the-go shopping.

“Mobil is always keen to listen, learn and improve, and we thank all of our site teams and customers as we work closely together and do our best to overcome the challenges that remain now and in the future.

“Embracing better health options and omni- channel opportunities alongside a digital and full in-store experience will be critical in the future,” said Jones.

And while staffing shortages, supply chain pressures and the general cost of living are all factors that will continue to challenge Mobil in the coming year, Jones said they’re committed to ensuring the everyday needs of customers are satisfied.

“We remain committed to ensuring the everyday needs of our customers are met and to keep Kiwis moving as they head off on their next road trip or adventure, great availability and value are our key focus areas.

“At Mobil, we want to ensure our customers receive the best experience and outstanding value. We are focused on rewarding customers for their loyalty through our Mobil Smiles Driver Rewards program and by providing convenient locations that serve quality food and beverages,” he said.

Never forgetting their customers and local community, a real highlight of 2022 was the company’s donation of $250,000 to kids in need.

“We are super proud of our continued partnership with Kidscan where, despite the economic challenges, our customers have helped us raise more than $250,000 for this charity through our hot and cold prepared beverage program,” said Jones.

This article originally appeared in the C&I NZ section of the February edition of FMCG Business.

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