Unmanned Service Station Retailing in Europe: Market Size, Retailer Strategies and Competitor Performance

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Unmanned Service Station Retailing in Europe: Market Size, Retailer Strategies and Competitor Performance

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The number of unmanned service stations in Europe has risen in recent years as retailers aim to cut costs while maintaining market share. Based on research with operators of automated sites, Unmanned Service Station Retailing in Europe provides an analysis of current and future fuel sales through the format, network developments and retailer strategies across 16 European countries.Assess if you should invest in more unmanned sites by uncovering the position of your competitors and the likely development of the market to 2013.Plan effective market entry strategies by uncovering competitor sales data and national volume sales for 16 European countries.Inspire new marketing strategies by learning about the initiatives of unmanned site operators in mature markets outside of your home country.Make informed business pitches to fuel retailers by understanding the unmanned sector and the underlying trends behind changes in automated sites.At the beginning of 2011 there were 10,234 unmanned sites in Europe representing almost 8% of all service stations across the continent. In 2010 over 5% of fuel sold in Europe was at wholly automated sites and sales are expected to increase as retailers downsize formats and segments of the market are attracted to a basic refuelling option.In several countries in excess of 50% of service stations are unmanned, many of which are in rural areas. This includes Denmark, Finland and Sweden. France's unmanned refuelling stations have the highest volume of fuel sales across Europe which equates to 9.8% of national volumes. Many of these are owned by, and positioned alongside, hypermarkets.Esso has the largest share of volume sales sold through unmanned stations in Europe. Statoil and Neste, which operate in Northern Europe, rank second and third for sales through the unmanned format. Most of these fuel retailers operate a dual branding policy, having different facsia and canopy names for their manned and unmanned sites .How many unmanned sites are there in Europe and what is there sales performance? How does this compare to service stations with stores and personnel?Is it always the case that unmanned sites are less busy than regular service stations? Which operators achieve high average sales per site and why?I know about mature unmanned fuel retailing markets, but what is the situaton in countries such as Germany, Italy, the UK, Spain and Poland?Who are the key unmanned fuel retailers in Europe and how are they performing? Are they exclusively unmanned or do they have different formats?What are the strategic drivers behind the increase in unmanned service stations? Do motorists have a preference for automated refuelling stations?

KEY FINDINGS AND ACTION POINTS

•Over 5.1% of European fuel sales are through unmanned service stations

•Over 50% of service stations in Denmark, Finland, Sweden, and Switzerland are unmanned

•Esso, Statoil, and Neste are the largest unmanned fuel retailers by fuel volume sales

•Fuel retailers should consider unmanned sites instead of network rationalization

•Oil majors should introduce unmanned sites to counter the threat from supermarkets

•New entrants need to differentiate their unmanned sites from manned operations

•Existing unmanned players must continue to roll out CCTV and other safety and security features

•Unmanned players should exploit vending opportunities

MARKET CONTEXT

•Defining the unmanned European fuel retail market

- Unmanned service stations are defined as those with the sole option of automated payment for fuel

- Only the public service station network is examined

- Verdict has split Europe into mature and developing unmanned markets

•European market overview

- There are over 10,000 unmanned service stations in Europe

- Switzerland has the largest number of unmanned service stations in Europe

- The volume of fuel sold at unmanned service stations across Europe is on the increase

- The average fuel volume throughput at unmanned sites is lower than manned forecourts

- France is the largest unmanned market by fuel volume

•European competitor overview

- AVIA has the largest network of unmanned sites across Europe

- Esso is the largest unmanned fuel retailer in Europe by volume share

STRATEGIC ISSUES

•Network rationalization and reduced margins have created a demand for unmanned sites

- The number of service stations across Europe is declining

- Declining fuel margins mean that less-profitable sites are closing

- Unmanned service stations are cheaper to implement and maintain than manned forecourts

- The strategic benefits of unmanned sites can be considerable

•Unmanned service stations fulfill the demands of modern motorists

- Around 40% of European motorists do not use the service station shop

- Motorists are increasingly polarized in their service station purchasing behavior

- Motorists highly value service stations that have convenient opening hours

- Vending machines can fulfill the basic refreshment needs of motorists

•The branding and pricing of unmanned sites is different to manned forecourts

- Fuel prices at unmanned service stations are invariably cheaper than at manned sites

- Fuel retailers with unmanned sites often adopt a different canopy name or different brand

- Unmanned sites tend to be located away from major roads

- Unmanned sites typically do not accept vehicles over 3.5 tonnes

•Unmanned operators are self-regulated

- The regulations governing unmanned sites are typically the same as those for manned sites

- CCTV and alarms are fairly commonplace at automated sites across Europe

- Cash payments are being phased out at sites across Scandinavia

MATURE MARKETS

•Belgium

- Just under 20% of service stations in Belgium are unmanned

- The volume of fuel purchased at unmanned sites is set to grow by 12% to 2013

- The throughput at unmanned service stations in Belgium is lower than at manned sites

- Q8 has the largest network of unmanned stations in Belgium but DATS24 leads the market in terms of sales

- Q8 plans to add six more unmanned sites to its network in 2011

- Supermarket fuel retailer Dats 24 has a strong position in Belgium

•Denmark

- Denmark has the highest penetration of unmanned sites in Europe

- Just over half of all fuel sold in Denmark is through unmanned service stations

- The throughput of unmanned service stations in Denmark is less than the manned average

- OK has the largest unmanned network and automated volume sales in Denmark

- OK is the largest unmanned operator in Denmark

- Uno-X has a network of 300 unmanned service stations

•Finland

- Over half of all service stations in Finland are unmanned

- Half of all fuel sales in Finland are through unmanned service stations

- Manned and unmanned throughputs in Finland are expected to stay fairly level to 2013

- ABC has the largest unmanned network and share of unmanned fuel volume sales in Finland

- ABC has added 30 sites to its network since 2008

- Neste has the second largest share of unmanned fuel volumes in Finland

- St1-branded sites account for the fourth largest share of unmanned volumes in Finland

•France

- Under 10% of service stations in France are fully unmanned

- The volume of fuel purchased at unmanned sites in France is set to increase to 2013

- Unmanned throughputs in France are higher than at manned sites

- Esso has the largest unmanned network and share of automated fuel volume sales in France

- Esso's unmanned sites are designed to go head-to-head with French hypermarket players

•The Netherlands

- There are over 1,000 unmanned service stations in the Netherlands

- More fuel was sold through unmanned sites in Netherlands in 2010 than in 2009

- Unmanned service stations in the Netherlands have a smaller average throughput than manned sites

- The major oil companies follow a similar unmanned network strategy in the Netherlands

- Tinq is the largest unmanned player by volume and sites in the Netherlands

- Tango has the second largest unmanned network in the Netherlands

•Norway

- Just over a fifth of service stations in Norway are unmanned

- The volume of fuel sold through unmanned sites in Norway is predicted to increase out to 2013

- Unmanned throughputs in Norway are set to rise slightly to 2013

- Statoil has the largest share of unmanned fuel volumes in Norway

- Statoil's unmanned network operates under the 1-2-3 brand in Norway

•Sweden

- The number of unmanned sites in Sweden fell between 2008 and 2011

- Around a third of fuel purchases in Sweden are through unmanned service stations

- Unmanned service station throughputs are around two-thirds that of manned sites

- OKQ8 is the largest unmanned network in Sweden

- OKQ8's unmanned throughput is slightly higher than the market average

- Statoil plans to install CCTV at all of its 1-2-3 and Jet unmanned sites in the future

•Switzerland

- The number of unmanned service stations in Switzerland fell marginally between 2010 and 2011

- The volume of fuel purchased through Swiss unmanned sites increased by 3.3% between 2010 and 2008

- The average unmanned volume throughput is forecast to increase marginally to 2013

- AVIA is the largest branded unmanned network in Switzerland

- Agrola has the largest share of unmanned fuel volume sales in Switzerland

- BP added three unmanned sites to its network in 2010

DEVELOPING MARKETS

•Austria

- Just over 10% of all service stations in Austria are unmanned

- Unmanned fuel volume sales are up 26.4% on 2008

- The average throughput at unmanned sites in Austria is less than 2 million liters

- Genol has the largest network of unmanned service stations in Austria

•Estonia

- Just over a third of service stations in Estonia are unmanned

- Unmanned fuel volumes are predicted to increase in Estonia

- The average throughput at unmanned sites in Estonia is set to increase by 1.5% to 2013

- Neste is the leading unmanned fuel retailer in Estonia

•Germany

- There are very few unmanned service stations in Germany

- Unmanned volume sales in Germany take up less than 1% of total fuel sales in the country

- The average unmanned fuel throughput is less than the market average

- AVIA is the largest unmanned player in Germany

•Italy

- The number of unmanned sites in Italy is set to increase to 2013

- The volume of fuel sold through unmanned sites in Italy is less than 1% of total fuel volume sales

- Unmanned throughputs in Italy are around half that of the market average

- Q8 is the leading unmanned player in Italy

•Lithuania

- Under 10% of service stations in Lithuania are unmanned

- The volume of fuel purchased at unmanned sites in Lithuania is set to increase to 2013

- Unmanned throughputs in Lithuania are higher than manned throughputs

- Neste is the leading unmanned player in Lithuania

•Poland

- The number of unmanned service stations in Poland has increased by 58 since 2008

- The volume of fuel purchased through unmanned sites is likely to increase dramatically to 2013

- The average throughput at unmanned sites is slightly lower than the market average

- Neste has the largest network of unmanned sites in Poland

•Spain

- The number of unmanned service stations in Spain is on the rise

- Unmanned fuel volumes represent a small proportion of total fuel sales in Spain

- Unmanned throughputs in Spain are smaller than at manned sites

- Galp has the largest network of unmanned sites in Spain

•UK

- Less than 1% of service stations in the UK are unmanned

- Unmanned fuel sales are expected to increase to 2013

- The throughput at unmanned sites in the UK is higher than the manned average

- Asda has the largest network of unmanned service stations in the UK

APPENDIX

•Key notes and definitions

•Methodology

- Historic data

- Additional primary research

- Additional secondary research

- Data modeling

- Forecasts

•Further reading

•Ask the analyst

•Verdict consulting

•Disclaimer

TABLES

•Table: Mature, developing, and other unmanned country classification

•Table: Europe total sites, unmanned sites, and network penetration, 2008–13e

•Table: Europe total unmanned fuel sales and share of total fuel sales, 2008–13e

•Table: Europe average throughputs, by service station type, 2008–13e

•Table: Unmanned sites by European retailer, January 1, 2011

•Table: European unmanned competitor fuel volume sales and share of total European unmanned fuel volume sales, 2010

•Table: Belgium total sites, unmanned sites, network penetration, and CAGR, 2008–13e

•Table: Belgium total fuel volume, estimated unmanned and fuel volume sales, and unmanned share of total fuel sales, 2008–13e

•Table: Belgium average throughputs, by service station type, 2008–13e

•Table: Belgium unmanned sites competitor overview, January 1, 2011

•Table: Belgium leading unmanned players, volume, throughput, and market share, 2010

•Table: Denmark total sites, unmanned sites, network penetration, and CAGR, 2008–13e

•Table: Denmark total fuel volume, estimated unmanned and manned fuel sales, and unmanned share of total sales, 2008–13e

•Table: Denmark average throughputs, by service station type, 2008–13e

•Table: Denmark unmanned sites competitor overview, January 1, 2011

•Table: Denmark leading unmanned players, volume, throughput, and market share, 2010

•Table: Finland total sites, unmanned sites, network penetration, and CAGR, 2008–13e

•Table: Finland total fuel volume, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Finland average throughputs, by service station type, 2008–13e

•Table: Finland unmanned sites competitor overview, January 1, 2011

•Table: Finland leading unmanned players, volume, throughput, and market share, 2010

•Table: France total sites, unmanned sites, and network penetration, 2008–13e

•Table: France total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: France average throughputs, by service station type, 2008–13e

•Table: France unmanned sites competitor overview, January 1, 2011

•Table: France unmanned fuel volumes competitor overview, 2010

•Table: Netherlands total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Table: Netherlands total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Netherlands average throughputs, by service station type, 2008–13e

•Table: Netherlands unmanned sites competitor overview, January 1, 2011

•Table: Netherlands leading unmanned players, volume, throughput, and market share, 2010

•Table: Norway total sites, unmanned sites, and network penetration, 2008–13e

•Table: Norway total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Norway average throughputs, by service station type, 2008–13e

•Table: Norway unmanned sites competitor overview, January 1, 2011

•Table: Norway leading unmanned players, volume, throughput, and market share, 2010

•Table: Sweden total sites, unmanned sites, and network penetration, 2008–13e

•Table: Sweden total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Sweden average throughputs, by service station type, 2008–13e

•Table: Sweden unmanned sites competitor overview, January 1, 2011

•Table: Sweden leading unmanned players, volume, throughput, and market share, 2010

•Table: Switzerland total sites, unmanned sites, and network penetration, 2008–13e

•Table: Switzerland total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Switzerland average throughputs, by service station type, 2008–13e

•Table: Switzerland unmanned sites competitor overview, January 1, 2011

•Table: Switzerland leading unmanned players, volume, throughput, and market share, 2010

•Table: Austria total sites, unmanned sites, and network penetration, 2008–13e

•Table: Austria total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Austria average throughputs, by service station type, 2008–13e

•Table: Austria unmanned sites competitor overview, January 1, 2011

•Table: Austria selected unmanned players, volume, throughput, and market share, 2010

•Table: Estonia total sites, unmanned sites, and network penetration, 2008–13e

•Table: Estonia total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Estonia average throughputs, by service station type, 2008–13e

•Table: Estonia unmanned sites competitor overview, January 1, 2011

•Table: Estonia leading unmanned players, volume, throughput, and market share, 2010

•Table: Germany total sites, unmanned sites and network penetration, 2008–13e

•Table: Germany total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Germany average throughputs, by service station type, 2008–13e

•Table: Germany unmanned sites competitor overview, January 1, 2011

•Table: Germany leading unmanned players, volume, throughput, and market share, 2010

•Table: Italy total sites, unmanned sites, and network penetration, 2008–13e

•Table: Italy total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Italy average throughputs, by service station type, 2008–13e

•Table: Italy unmanned sites competitor overview, January 1, 2011

•Table: Italy leading unmanned players, volume, throughput, and market share, 2010

•Table: Lithuania total sites, unmanned sites, and network penetration, 2008–13e

•Table: Lithuania total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Lithuania average throughputs, by service station type, 2008–13e

•Table: Lithuania unmanned sites competitor overview, January 1, 2011

•Table: Lithuania leading unmanned players, volume, throughput, and market share, 2010

•Table: Poland total sites, unmanned sites, and network penetration, 2008–13e

•Table: Poland total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Poland average throughputs, by service station type, 2008–13e

•Table: Poland unmanned sites competitor overview, January 1, 2011

•Table: Poland leading unmanned players, volume, throughput, and market share, 2010

•Table: Spain total sites, unmanned sites, and network penetration, 2008–13e

•Table: Spain total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: Spain average throughputs, by service station type, 2008–13e

•Table: Spain unmanned sites competitor overview, January 1, 2011

•Table: Spain leading unmanned players, volume, throughput, and market share, 2010

•Table: UK total sites, unmanned sites, and network penetration, 2008–13e

•Table: UK total fuel volume sales, estimated unmanned and manned fuel volume sales, and unmanned share of total sales, 2008–13e

•Table: UK average throughputs, by service station type, 2008–13e

•Table: UK unmanned sites competitor overview, January 1, 2011

•Table: UK leading unmanned players, volume, throughput, and market share, 2010

FIGURES

•Figure: Europe total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Total unmanned sites and share of total national sites, mature unmanned markets, January 1, 2011

•Figure: Total unmanned sites and share of total national sites, developing unmanned markets, January 1, 2011

•Figure: Europe total unmanned fuel sales and share of total fuel sales, 2008–13e

•Figure: Total unmanned fuel volume sales and share of total national fuel volume sales, by country, mature unmanned markets, 2010

•Figure: Total unmanned fuel volume sales and share of total national fuel volume sales, by country, developing unmanned markets, 2010

•Figure: European unmanned competitor sites and share of total unmanned sites in Europe, January 1, 2011

•Figure: Major European unmanned players and country presence, January 1, 2011

•Figure: European unmanned competitor fuel volume sales and share of total European unmanned fuel volume sales, 2010

•Figure: Europe total service stations and registered vehicles, 2008–13e

•Figure: Belgium total sites, unmanned sites and network penetration, 2008–13e

•Figure: Belgium total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Q8 and Q8 easy logo, and Q8 Plus B2C loyalty card

•Figure: Q8 easy site in Geel, Belgium, which offered half price fuel in October 2010

•Figure: Dats 24 unmanned site and Colruyt supermarket

•Figure: Denmark total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Denmark total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: OK and OK Plus logo

•Figure: Uno-X unmanned service station, Denmark

•Figure: Finland total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Finland total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: ABC unmanned service station, Finland

•Figure: St1 unmanned service station, Finland

•Figure: France total sites, unmanned sites, and network penetration, 2008–13e

•Figure: France total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Esso Express unmanned service station, France

•Figure: Netherlands total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Netherlands total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Tinq unmanned service station, Netherlands

•Figure: Tango unmanned service station, Netherlands

•Figure: Norway total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Norway total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: 1-2-3 branded service station, Norway

•Figure: Sweden total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Sweden total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: OKQ8 unmanned service station, Sweden

•Figure: Switzerland total sites, unmanned sites and network penetration, 2008–13e

•Figure: Switzerland total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Austria total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Austria total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Estonia total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Estonia total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Germany total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Germany total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Italy total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Italy total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Lithuania total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Lithuania total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Poland total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Poland total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: Spain total sites, unmanned sites, and network penetration, 2008–13e

•Figure: Spain total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

•Figure: UK total sites, unmanned sites, and network penetration, 2008–13e

•Figure: UK total fuel volume, estimated unmanned fuel volume, and share of total sales, 2008–13e

Companies mentioned

BP Plc, C&A Europe, Cora, Hutchison 3G UK Limited, Metro AG, MOL Group, OAO Lukoil, Zain Group

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