Rethinking the layout of service station space
In the transition from fueling destinations into mobility hubs, fuel retailers are reconsidering the distribution of space to host new services and improve customer experience. We talk to representatives from companies involved in the construction, design and operation of stations to understand how these developments are impacting their layouts.
As fuel retailers diversify services and expand energy offerings, forecourt space layout keeps incorporating further elements in a single location. How are companies rearranging their facilities to keep up with this transformation? PetrolPlaza spoke with various experts involved in the planning, design, construction and operation of fueling sites to discuss what currently defines a service station’s space distribution.
Site allocation and construction
Paolo Alberti, Member of Artelia’s Innofuel Center of Excellence, describes two recent developments in the fuel retail industry. The first one involves the transition of fueling destinations into multi-service hubs, which require larger plots for more services such as convenience stores, car wash and EV charging. The second one derives from the integration of stations as part of a more complex commercial destination, such as supermarkets or large malls.
Both scenarios have impacted brands’ space optimization on different levels. The expert states that consequences would involve not only increasing their real estate budgets because of larger land requirements but also limiting location scouting due to the scarce availability of energy capabilities for charging. These are added to the existing demand for space – operators need to ensure smooth customer and delivery traffic as well as enough safety distances for delicate energy transports such as gasses or fossil fuels.
These challenges at the planning stages require the reevaluation of several aspects that compose the current service station. “Fuel forecourt visibility from the street is less crucial than in the past, there are other attractors to which the fueling is attached as a convenience,” notes Alberti as an example. Apart from a station’s construction, these changes are shaping their architectural designs as well, resulting in new ways of communicating with their environments.
Service stations’ visual identity
Space layout plays a big part in conveying quality service and brand values. This also comprises a forecourt’s visual identity, which is derived from the concept retailers aim to deploy in a certain area and the community it serves. An architect’s task is to combine all these factors into a modern and attractive proposal for both clients and consumers.
According to Patricio Pon, Director of PON Arquitectos, space optimization requires balancing the design of each proposal. "The architecture of stations stems from the analysis of consumers, operational and circulation needs, as well as commercial opportunities complementary to fuel sales. This will develop into a comprehensive proposal for the distribution of spaces for customers, product consumption during their visit and the correct operation of each business," the architect describes.
Companies are also focusing on the environmental harmony of their facilities. The head of the Argentinean architectural firm explains that this can impact drivers' satisfaction, by favouring community life quality and allowing for more comprehensive customer experiences.
"Brands' proposals may vary depending on the location and attributes of consumers. The mistake often lies in starting from a single concept, believing there is no need to adapt a model just because it proved successful in another area," Pon concludes. As getting the most out of the forecourt space depends on both customers and format, companies are diversifying their retail models to leverage both variables. Thus, self-serve concepts continue to gain space in new markets backed by cost-efficiency and reduced space utilization.
How fuel retailers are transforming their facilities
Austrian fuel retailer OMV has recently launched its FastLane brand, a pilot project for self-service sites consisting of previously branded Avanti outlets as well as converted stations. Gernot Gollner, Head of the OMV service station business in the country, explains that converting stations allows for a more profitable operation, leveraging on existing buildings and visitor frequency to offer additional services.
This has led the company to focus on transforming installations instead of extending its current footprint, which includes over 200 locations in Austria. “If completely new sites are built, they will tend to be small-scale and, in any case, have a fixed component: Charging infrastructure for electric vehicles,” says Gollner, in reference to the firm’s efforts to achieve EU’s climate goals.
On the other hand, Ballenoil is a Spanish fuel retailer that operates a network with a hybrid approach, combining self-service with staff presence and extensive car wash services. “Our model is based on efficiency. Therefore, we study both the design and location of each new station. Our team analyses all possible variants and assesses the most efficient way to locate both our pumps and our 'Ballena Azul' wash sites,” points out Laura Pinto, Director of Communications at Ballenoil. The brand has accelerated expansion plans resulting in a total network of 200 sites throughout the country in 2022, with 90 more to open in the next three years.
No single variable can define whether space distribution in stations will significantly change in the future. The current scenario shows that companies are both transforming their facilities as they get a better understanding of their customer base and improving sites through new technologies and services. This leaves the door open for the creation of innovative concepts designed to better serve communities, and a more diverse landscape of service stations is bound to appear on the other side.
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