Neste Oil has a total of 1,145 stations: 819 in Finland and 326 in Northwest Russia, Estonia, Latvia, Lithuania, and Poland. The company aims to be one of the top two service station chains in all its markets. Neste Oil strengthened its position in the St. Petersburg region during 2011 and expanded its station network with seven new outlets.
Revamp project continued
Neste Oil continued the revamp of its station network in Finland and other countries during 2011. Revamps were completed at a total of 94 stations. The project was completed at all stations in Lithuania and the first revamped stations were opened in Estonia, Latvia, and Russia. In addition to modernizing the appearance of stations, the project is also improving the customer experience at stations, as well as safety.
In Russia, the project also covers a revamp of the station shop concept and station forecourts. The new concept focuses on offering premium-quality products to quality-conscious customers. Personnel at stations in Russia were given retail marketing and customer service training during 2011 as part of the project.
Successful marketing partnership
Neste Oil continued its high-profile marketing partnership with Kesko launched in 2010 during 2011. Joint marketing of Neste Oil’s K-market stations succeeded in leveraging overall marketing efforts and improving the quality image associated with the station network. Cooperation in lubricants with K-maatalous, Kesko’s business serving the farming sector, which was launched in 2010, also continued.
New pricing system introduced around the Baltic
Neste Oil began introducing a new pricing system at its stations in the Baltic countries and Russia in 2011. The pump pricing system is intended to maximize margins and provide data for more efficient sales analysis. The system has been in use in Finland since 2010.
The comprehensive revamp of IT systems started in Oil Retail in 2010 progressed according to plan. When completed in 2012, the new system will help improve customer relationship management and customer service, as well as improve cost efficiency.