Meeting customers’ needs

Harvest Energy, a member of the Prax Group of companies, has opened a new Morrisons Daily Store at its Sandringham service station in Leicester. Having bought this site along with 62 others just over a year ago, the company plans to convert a number of its forecourt convenience stores to Morrisons Daily Stores in the coming months.

Morrisons Daily store at Sandringham
Positive customer reaction to Harvest Energy’s new Morrisons Daily store at Sandringham in Leicester

“Initial signs from the conversion are encouraging, and customer reaction has been positive, says Ian Woodcock, retail director at Harvest Energy.

“We were keen to understand what was important to our customers at Sandringham.  The feedback and results showed the top priorities for customers were services, food-to-go, and locally sourced products.  It was also apparent that customers were looking for more sustainable and environmentally friendly options.  This information helped shape the design and format of the store, which features low energy LED lighting throughout.  The store also benefits from free water ‘top-ups’ and reusable hessian bags.”

Both Greggs and Subway concessions within the store have been maintained and the store has invested in providing fast, fresh and healthy options, offering a £3.80 meal deal, a fantastic fruit and salad selection and a vast choice of food-for-later meal solutions.  The store has also introduced a new “free from” range, as well as vegan and vegetarian food offers.

“As a dynamic and forward-thinking organisation, we consistently look for ways to keep our business innovative to continue to meet the needs of our customers, whoever and wherever they may be,” said Sanjeev Kumar, CEO of the Prax Group.

“Consumer needs are changing and as a consequence, so too is the forecourt as it responds to their demands.  Therefore, an efficient strategy and the right partner plays an extremely important role based on additional services as the ground for attracting customers.”

“Harvest Energy is in an excellent position to continue to respond to the changing landscape and the needs of consumers across the board.  Research seems to suggest that there is a growing trend for the forecourt to serve as more than just simply somewhere to get fuel.  Time-poor customers are frequently also doing domestic ‘top-up’ shops or food-to-go or food-for-later missions that might otherwise have been purchased elsewhere,” he added.