As part of Shell's drive to expand operations in the non-fuel retailing business sector and to augment Shell's service offerings in Oman, Shell Oman Marketing (SOM) has introduced two new world-class customer offerings in the Sultanate, namely the Shell Helix Express oil change facility and the Rainbow Car Wash, both of which are located on the Sarooj site in Muscat. Following the official inauguration of the services in March, 'Shell in the Middle East' goes to Muscat to find out how these services, the first of their kind in the region, are being received….

"In launching the Shell Helix Express oil change facility and the Rainbow Car Wash, we continue to work towards developing solutions tailored to our customers' needs and assessed through detailed research surveys," explains Irshad Al-Lawati, Retail Manager for Shell Oman Marketing (SOM).

The two new services, which were launched earlier this year, are located on the Sarooj Service Station in Muscat, one of the largest Shell sites in the world, with an average throughput of nearly 30 million litres of fuel per annum.

"The Shell Helix Express is a facility which provides customers with the convenience of changing their oil and servicing their cars at a state-of-the-art facility. It offers the most modern testing and car maintenance facilities available, while customers wait in an air-conditioned lounge, and can have a snack and listen to music. We also have a special kids' corner to keep the little ones occupied," he says.

Apart from the oil change facility, where an oil change is carried out in just 15 minutes, the Shell Helix Express provides an efficient 10-point diagnostic service to check and top-up all other car fluids, such as brake, clutch and gear transmission fluids, windscreen washer fluids and radiator coolants. Customers can also have their filters and spark plugs changed, whilst a safety checklist addresses tyre pressures, the examination of brake pads, cylinders and fan belts, amongst others items.

"Meanwhile," says Irshad, "the Rainbow Car Wash offers customers the benefit of being able to get their cars cleaned and washed just the way they want, as there are over eight wash options tailored to suit a wide variety of customer needs.

"The automatic car wash is an option for customers in a hurry who want a quick car wash and polish. Some roads in Oman are still not paved so cars get very dirty and need special attention to the lower parts of the vehicle.

"As for the manual car wash, Omanis are very keen on looking after their cars and this option offers them the opportunity to do just that. The manual service is of the highest quality and is unmatched in Oman. In 40 minutes, the car is not only pampered to enhance its looks from the outside, but trained mechanics and attendants get inside and underneath the car to remove all dirt, dust and grit which may have accumulated since the last cleaning. This is, of course, particularly good for those keen on wadi bashing and off-road driving.

"The manual car wash process begins with a complete assessment of the customers' needs, only after which the car is put through the wash process. A full service includes a manual wash of the car, using high pressure jets all over the vehicle. The car is then raised hydraulically so that the chassis and underside can be cleaned effectively. The engine is also cleaned and we offer the customer the choice of steam cleaning or hot or cold water for this process. The car is then waxed and polished by hand to complete the external phase of the operation.

"The car's interior is then dealt with. The vehicle is vacuumed thoroughly, the carpets are removed and cleaned, and ashtrays are emptied. The upholstery and other parts of the interior, such as the dashboard, are then cleaned and polished."

Taking up the story, Said Al-Harthy, Project Co-Ordinator, says, "Finally, the car is returned to the customer, who has been able to wait in our very pleasant air-conditioned lounge.

"With the Rainbow Car Wash and the Shell Helix Express, everything is planned down to the finest detail, the aim being to govern the way customers are received and treated from the moment they arrive until they leave. This also applies to all aspects of staff behaviour, not only in the way they carry out their work but in the way in which they interact with customers."

Commenting on the customer service standards, Irshad adds, "All the staff have undergone extensive training sessions to ensure that customer service exceeds customers' expectations. Indeed, we hope that our service offerings will delight our customers."

Salim Al-Busaidy, Retail Engineering Manager, then talks about the design of the site. "The Shell Helix Express design has been adapted to fit our location and the space available. Through the use of local resources, improved procurement processes and with some changes to the original design, we were able to reduce the costs for the design part of the project by some 35 per cent of the budgeted figure.

"The Rainbow Car Wash, which is unique in its design in the Shell Group, was designed entirely by the Retail Engineering Department here at Shell Oman Marketing. So we are very proud of the project and of the fact that it has been so successful."

Irshad says, "The total cost of the project has been just under US $1 million. In view of this large investment, the expectations of the Sarooj Group were naturally very high.

"Since the opening of the site, the results for the Rainbow Car Wash have, in fact, been dazzling. In the first month of opening, the car wash exceeded its third year projections in terms of the sheer number of car washes completed and this number has been growing steadily.

"On our best day yet, we dealt with 325 cars, which is exceptional by any standards, as even the most well-established car wash anywhere in the world would not expect to exceed 150 washes a day. This huge customer traffic encourages us to believe that there is no substitute for quality offerings and superior service."

Irshad concludes, "This has been a pilot project for Shell in Oman and we are now examining other possible locations to implement both the Shell Helix Express and Rainbow Car Wash. We obviously hope that future sites will be just as successful as Sarooj."

GHAZI HELLOU, General Manager of Al Sarooj Group, says, "We have 21 Shell-branded forecourts in Oman, but the Sarooj site is the flagship site of the Group. "We developed this site along with Shell and it is unique in the Middle East in all aspects - in design, size, shape, performance and quality of service. "Customers will certainly not get the same quality of service that they can get at our Sarooj site anywhere else in Oman. We have invested a great deal of money in training. Our Rainbow Car Wash and Shell Helix Express oil change centre are not just places to get your car washed or your oil changed. Customers can sit in comfortable, air-conditioned surroundings, they can buy things at the shop, enjoy some refreshments and relax whilst their cars are cared for.

"All the materials and equipment used in cleaning the cars are of the highest standard and will not scratch or damage the vehicles in any way.

"Our prices are very competitive, even when compared with those of lower grade oil change shops. All the staff have undergone extensive training to ensure that our customers and their cars get the best treatment available in Oman today.

"This is a world-class site," concludes Mr Hellou, "with really world-class services."

"I HAVE BEEN USING THE RAINBOW CAR WASH at least once a week since it opened, after hearing about it from a friend," says Ahmed Al-Hadhrami. "The service is very good and much better than at other car washes. There is an air-conditioned waiting lounge which serves snacks and drinks, which is great as I am here today with some friends - and it's much better than standing outside.

"Today, we are having our Toyota Land Cruiser cleaned and are using the most expensive service, which is the manual car wash with all the extras. It is a lengthy process which takes about 40 minutes, but it really is well worth it."

NICK PATTISON, Managing Director of Shell Oman Marketing, says, "For six years the private oil companies have not been allowed to build any new Retail outlets in Oman, whilst no such freeze was applicable to the state-run company.

"This has been extremely frustrating for our customers and for us, as it has forced gaps in our network and has seen our hard won and hard invested market share slide.

"We have, however, taken the opportunity to launch some new offerings to augment our service offers to our customers.

"We believe that the Rainbow Car Wash and Shell Helix Express represent the best available facilities in the world, and I am proud to say that the entire design work for the Rainbow Car Wash was done by our engineers here in Oman.

"An amazing 180 car wash customers are served every day by this facility, so they clearly did a very good job," he concludes.