The Power of Shell Moving forward together

The Power of Shell Moving forward together

Our Brand • One of the most instantly recognized brands in the world

• More than 45,000 service stations in more than 90 countries

• A Health, Safety, Security & Environment leader

Our Fuels and Lubricants • World leader in Premium fuels – cutting-edge fuel technologies developed with Ferrari

• World leader in sales of branded lubricants – Pennzoil® and Rotella®* T

Our Loyalty Alliance • Long-standing alliance with the most successful loyalty program in Canada, the AIR MILES®† reward program

Our Marketing • World-class convenience store offer – Shell Select program

• Best-in-class national TV, radio, print, direct mail and online advertising

Our Support Team • The employees of Shell share a passion to offer the best products and services – from service to consumers, to improved payment options, to supply reliability, to the fuel itself!

Shell and the Retailers strive to deliver a consistent Customer Value Proposition every day and leverage the Shell brand to its full extent.

Our Vision is to be the Best Fuels Retailer in the World!

®* Trademark of Pennzoil-Quaker State Company. Used under license by Shell Canada Products. ® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. ®TM† Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products.

1 The Power of Shell One of the most recognized brands in the world

Our vision of becoming the best We have built our reputation during the last century by providing customers fuels Retailer in the world is more with quality fuels that differentiate Shell than just words; it lives in our from the competition. Shell’s global experience also presents us with the actions every day. ability to leverage best practices and adapt to different retail environments. Shell gasolines are designed utilizing the international expertise of Shell scientists gained from years of experience in developing fuels for today’s drivers and specialized users, including the Ferrari Formula One racing team. Together with a network of strong Retailers, we will achieve our vision. We have developed comprehensive brand standards to provide our customers with the comfort of a consistent experience from one Shell location to another. Shell is committed to growth by investing further in the brand and providing our Retailers with support to deliver the value customers demand.

2 The Shell logo is one of the world’s best Shell is also a supplier of LPG (Liquefi ed Looking to the future recognized symbols. Petroleum Gas) used in homes for Shell’s goal is to help motorists save heating, hot water and cooking. The symbol became a registered trade 10% or more fuel while driving. mark in 1891 and the Shell Transport Extensive research and development Shell is pioneering synthetic products, and Trading Company was formally enables Shell to be in the forefront including unique Gas to Liquids incorporated in 1897. of fuels technology. The associations technology (GTL) Fuel. Derived from with Ferrari and Ducati have provided natural gas rather than crude oil, Every second of every day, 365 days a an ideal platform for testing new year, 300 vehicles visit a Shell retail site. this technology delivers a cleaner formulations under the harshest burning diesel. In addition to being a fuels and conditions. lubricants provider, Shell is also a world Shell’s recent technical partnership leader in gas exploration and extraction. with Audi Sport has helped push diesel Renewable energies including solar, technology to a new level. wind and hydrogen are also receiving considerable investment attention.

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3 It’s not just fuel It’s a shared passion for performance

100 years of experience make a great product even better. Every Shell & Ferrari Shell has more than 100 years of drop of Shell gasoline sold in Canada Shell’s 60-year relationship with Ferrari experience in developing the technology now contains a unique, patented enables our scientists and engineers to and services that make us a leading cleaning system designed to seek and develop cutting-edge fuels technologies provider of innovative and new fuels destroy engine gunk in all three grades for the racetrack and to transfer them today. of gasoline. to road fuels for the benefi t of our customers. Shell offers a variety of high quality Shell V-Power® fuels, from Shell V-Power gasoline, Shell is at the forefront of developing Ferrari awarded the Shell Group its Shell Bronze and Shell Silver to Shell premium fuels. They are designed to prestigious “Ferrari Innovation Award” TM V-Power Diesel and Shell Diesel. improve performance and contain in 2007. The award recognized Shell’s special formulations, including high enormous contribution to innovation levels of detergent that help clean and research applied to improving critical engine parts. performance and reliability to Ferrari’s F1 team. Shell V-Power is the world’s leading premium fuel.

Our experts spend countless hours listening to consumers to better understand their needs. Our experts are working closely with car manufacturers on changes in vehicle technologies, allowing Shell to understand the needs Since its introduction 10 years ago, of those technologies and driving Shell V-Power has become the premium product development for optimal brand at Shell retail stations across more performance. With the introduction than 60 countries in North America, of the new Shell Nitrogen Enriched Europe, Latin America, Asia-Pacifi c Gasolines, we have found a way to and Africa.

4 ®TM Trademarks of Shell Canada Limited. Used under license by Shell Canada Products. TOP TIER Fuel Innovation We don’t just meet TOP TIER Detergent Shell is the world’s largest distributor of Gasoline standards. We exceed them! fi rst generation transport biofuels and we believe they too play an important Six of the world’s top automakers – role in meeting the global energy Audi, BMW, GM, Honda, Toyota and challenge. In Canada, Shell is lending Volkswagen – established strict TOP TIER its expertise and working cooperatively Detergent Gasoline standards because with governments and other stakeholders engine performance can be adversely to meet renewable fuels mandates and affected by poor quality gasoline. make biofuels available to motorists. We were the fi rst national fuel company We are working on many fronts to in Canada to exceed these standards help meet the energy challenge – and all our gasoline grades – Shell “The high quality and well from stepping up our advocacy with Bronze, Shell Silver and Shell V-Power® known brand name of Shell governments; to investing to produce – qualify for this prestigious, high-level more oil and natural gas; to developing fuel has been a great asset to designation. growing our business.” several of the key technologies needed to reduce greenhouse gas emissions Guy & Cheri Meunier, from energy use. Morinville, Alberta

® Trademarks of Shell Canada Limited. Used under license by Shell Canada Products. 5 Lubricants World’s most trusted lubricant brands

Shell is the global leader in sales We serve customers in approximately Pennzoil 120 countries with our product portfolio of branded lubricants. We supply Platinum™* Full Synthetic of 3,000-plus lubricant products. We • Cleans 3 times better than the leading more lubricants in volume terms market some of the world’s most trusted conventional oil lubricant brands like Shell Rotella®, Shell than any other competitor. Rimula®, Tellus® hydraulic fl uids, Helix®, • Cleans up to 46% of engine sludge in Quaker State®* and Pennzoil®* motor the fi rst oil change oils. • As a full synthetic, it offers advanced Our technology focus is on delivering engine protection customer benefi ts in four areas: Conventional Motor Oil • Energy effi ciency • No leading conventional oil helps • Engine cleanliness keep engines cleaner than Pennzoil • Reduced machinery & equipment motor oil, based on ASTMD 6593 maintenance sludge results • Improved equipment life & • Cleans out up to 15% of engine performance sludge in the fi rst oil change, We believe Shell lubricants are the very based on a severe sludsludgege best available, and we back these with test using SASAEAE 5W-35W-300 a no-compromise guarantee. To learn more visit www.shell.ca.

6 ® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. ®* Trademark of Pennzoil-Quaker State Company. Used under license by Shell Canada Products. ISO 9001 and 14001 certifi ed Shell Rotella T Shell’s lubricant marketing facilities are Our customers experience the latest in ISO 9001 and 14001 certifi ed. engine oil technology with the #1 selling brand of heavy-duty engine oil in North America. Shell Rotella T Synthetic offers added benefi ts not found in a conventional oil. The Rotella T Synthetic formulation delivers:

ISO 9001 is the most comprehensive of • Improved wear protection – 34% the ISO standards. It requires companies better than the previous formulation* to design, implement, and maintain • Protection against soot – up to 36% quality control processes throughout their improvement in soot control at typicalal business activities. motor-oil-soot levels* Every manufacturing process that affects • Protection in all climates – up to 70%% satisfaction of lubricants customers and better oxidation resistance comparedd their needs is regularly audited. to conventional* Shell has been awarded ISO 14001 • Fuel saving capability – through lowerer registration for lubricant manufacturing viscous friction facilities, refi neries, gas plants, oil sands, and other business operations.

ISO 14001 is an internationally * Compared to Shell Rotella T 15W-40 at recognized standard for environmental typical end-of-drain soot levels, based on management systems. MACK T-11 soot-test analysis

® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 7 More ways to pay! A wide portfolio of consumer and commercial cards

Shell accepts over 60 different Shell MasterCard® from BMO Bank of Montreal® types of credit cards across The Shell MasterCard from BMO is a best-in-class credit card that offers customers a compelling, Canada – from our consumer tangible reward choice of AIR MILES®† or CashBack®. and commercial offer to third- The benefi ts of the Shell MasterCard to Retailers are: party cards. By accepting a • Helps acquire new customers wide range of credit cards, • Builds customer loyalty Shell ensures a competitive • Increases fuel and convenience retail sales edge and continuous growth. Commercial cards Shell retail outlets also offer great services and possibilities for commercial customers. We offer a family of Commercial Fleet solutions and are constantly attracting more commercial clients, therefore striving to grow our customer base together!

TRITON®° card The TRITON card is fabulous for fl eet vehicles traveling locally or between provinces requiring access to fuel and services across the extensive Shell network.

• Shell Fleet Management works with businesses to keep their fl eet moving, as every fl eet has unique needs.

• Fleets that travel within Canada can access fuel and services at Shell truckstops, Shell aviation and Shell service stations.

• Great for Managers to set driver limits, check card usage and download reports in real time.

FP Solutions card The FP Solutions card delivers access to commercial clients for fuel and services at more than 6,000 locations across Canada and into the United States. FP Solutions permits:

• Real time card control benefi ts at the fl eet Manager’s fi ngertips • eManager software accessibility • Flexible billing and payment options

For more information please visit www.shell.ca

8 ® Bank of Montreal is a licensed user of the registered trademark and design of MasterCard International Inc. ®TM† Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. ®° Registered trademark of Shell Canada Limited. Used under licence by Shell Canada Products. easyPAY® Shell Gift Certifi cates Shell easyPAY is the fastest, most convenient and Offering gift certifi cates is a great way hassle-free payment process for customers to pay to build customer loyalty. for their purchases inside the store or at the pump. This translates into: Shell’s gift certifi cates are available for purchase through: • Increased sales - Fuel • Participating retail locations - In-store purchases • Shell Helps Customer Support Centre - Impulse purchases via phone order - Car Wash purchases Shell’s gift certifi cates can be redeemed • Customer loyalty for fuel, lubricants, car washes, - Faster transaction time automotive supplies and in-store - Shorter line-ups purchases. In the store - Increased customer satisfaction resulting in increased customer loyalty Shell easyPAY uses a wireless radio frequency technology. The Shell system, in the store or at the pumps, reads the customer’s secure easyPAY tag and automatically charges their purchases to the credit card selected when they signed up for the tag. By increasing customer loyalty, easyPAY promotes business growth.

At the pump

®Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 9 Point-Of-Sale technology Innovative thinking

Shell’s new standard for point-of-sale Train new employees in E-mail system (POS) equipment, called Radiant, minutes, not days! An E-mail system built into Retailer provides many benefi ts for Shell • Perform real-time employee activity website provides faster, more effi cient Retailers. This high-performance system analysis for improved fraud detection communication between the Retailer combines state-of-the-art technology with and Shell. innovative thinking. • Streamline shift changeover and end- of-day closing processes Faster service • Automate daily data backup process Transaction speed is improved with with built-in functionality an intuitive touch-screen interface, integrated credit card processor, • 90-day electronic data storage for scanner, high-speed printer, and easy sales data retrieval equipment that’s more reliable and durable. World-class support Shell offers its Retailers bilingual support Increase sales 24/7, with remote access to the site’s • Process customers faster during peak system via the Site Operations Support business hours (SOS) Help Desk. Any failed hardware is quickly replaced to minimize • Fully customize the POS menu to the downtime at the site. site’s unique requirements for ease of use Get connected! • Scan AIR MILES® cards Not just a POS system, Radiant also connects our Retailers to the Web • Convenient item-level merchandise through its Site Controller personal scanning computer.

10 ®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. AIR MILES® reward program Going the extra mile to gain customer loyalty

The AIR MILES reward program has Throughout the year, Shell also provides been North America’s premier loyalty the opportunity to earn Bonus AIR MILES program for more than 15 years and reward miles. Shell has been part of this success since the beginning. This strategic alliance enables us to: With over two thirds of Canadian • drive profi table fuel volume; households participating in this program, • deliver enhanced customer value; this is a key point of differentiation for Shell within the fuel category. • build customer loyalty. This means over 9 million Canadian The success of the AIR MILES program households have the opportunity to starts with our Retailers when they receive more value for their money offer AIR MILES reward miles to every by earning AIR MILES reward miles customer. “Shell’s AIR MILES program and when they shop at Shell on purchases bonus offerings are extremely To learn more, visit www.shell.ca. including fuel. The AIR MILES reward popular with many customers. It miles earned can be redeemed for travel allows us to reward our valued and consumer products. In fact, more customers and brings them back.” than 6 out of every 10 transactions at Shell currently receive AIR MILES Narinder Gill Kaladar, Ontario reward miles.

Enrolment in Canadian Loyalty Programs

63% Canadian Tire Options 29%

Aeroplan 28%

Petro Points 25%

Esso Extra 17%

Source: Canadian Marketing Association, February 2006

®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. 11 A world-class support team Customer satisfaction is our day- to - day priority

Shell is a worldwide organization Shell Helps Customer Support Centre Data Business Forms This is a bilingual service during core Retailers can order stationery and forms of many thousands of passionate business hours for our Retailers and their supplies for their site by simply calling individuals working together with customers regarding: DATA’s voice response system (VRS) 24/7. Retailers to deliver a consistent • Customer commendations, complaints Shell Link Customer Value Proposition and or inquiries This is a bilingual fulfi llment service • Shell products technical information available 08:00 to 17:00 (Eastern Time) ensure the Brand is leveraged to • Shell AIR MILES®, easyPAY® and gift for ordering point-of-purchase signage. certifi cates information its full extent. Shell Boutique Site Operations Support Centre (SOS) “Shell Exclusives” branded merchandise The SOS Centre offers our Retailers and can be ordered during core hours (EST) their associates 24/7 bilingual support, by phone or Internet. with remote access to the Point-of-Sale Technology and assistance in reporting Global Channel Survey incidents. On a regular basis, we obtain our Retailers’ feedback to understand their Shell Emergency Line satisfaction level on various aspects to A 24/7 bilingual service to report continuously improve our programs and serious emergency or environmental relationships. situations. Retailer website Customer Service Centre (CSC) This website provides rapid access to The CSC is the contact centre for all tools, information and resources that account inquiries, providing a central help Retailers manage their businesses in point of contact during core hours. accordance with Shell’s guidelines.

12 ®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. ®Trademark of Shell Canada Limited. Used under license by Shell Canada Products. We honour achievement

At Shell, we honour achievement The objective of the program is to honour outstanding performance at in customer service with our annual awards celebrations. Rewards and Recognition The program helps our Retailers: Program. • Deliver excellence in customer service and program execution • Build customer loyalty • Enhance sales performance • Identify performance gaps • Continuously aim at improving operational performance Community Supported through: Involvement Program • Training and manuals The volunteer efforts of our Retailers • Evaluations completed by our Territory are recognized and rewarded by the Managers and Mystery Shoppers Shell Community Fund (SCF), a unique program established to provide fi nancial Our Rewards and Recognition Program support to not-for-profi t organizations. is continuously improving based on consumer feedback ensuring we move Our SCF helps build the Retailer’s from “good” to “best”. business through assisting worthwhile projects, sporting teams, and other causes in communities. In the last decade, the SCF has awarded over $4 million.

Uniforms A stylish appearance makes the best possible impression on our customers! Modern and professional design The new uniforms offer a combination of comfort and up-to-date look without compromising safety. Key features • Highly visible Shell logo • Refl ective bands on all outdoor garments to increase safety • Proudly displays the “Developed with Ferrari” logo • Wrinkle-free to ensure best impression • Strengthens team spirit

13 HSSE & Sustainable Development A Health, Safety, Security & Environment leader

Shell is known in the industry for • We are dedicated to constantly Thinking about today with promoting safe behaviour at all our taking a LEADERSHIP role with tomorrow in mind! retail locations. Shell reaffi rms its commitment to respect to its focus and clear • Shell Retailers, staff and contractors sustainable development every day by passion towards HSSE in Retail. are committed to making HSSE a living up to its commitments. We are part of their everyday activities and dedicated to operating our organization decisions. within a framework of sustainability, and we apply our principles of sustainable • In order to facilitate this, we have development to all our business created and pledge ourselves to Goal decisions – social, environmental and Zero – No Harm to People. economic – every single day.

• Our key focus is Safety. Environmental Commitments Learn how we’re living up to our • We are proactive by developing environmental commitments. plans to manage HSSE risks as part of running the business in a safe, secure Social Commitments manner. We work to manage and meet our social commitments every day. • We look for new and improved ways to make our sites safer. We have Economic Commitments yearly National Safety Awareness We ensure our business achieves the campaigns where we reaffi rm our best fi nancial performance within commitment to safety as one of our a framework of commitment to core values. sustainability. For us that means helping meet the world’s growing energy needs in economically, environmentally and socially responsible ways.

14 Insurance coverage Peace of mind

Shell Retailers benefi t from our Key benefi ts Shell provides a toll-free number for Retailers or our Claimants to report Global Insurance program. With • Coverage extended to General and Commercial Liability at the site their claim. Our team is trained to insurance coverage specifi cally collect relevant information to ensure • Custom-tailored coverage for today’s the Insurance Adjusters are equipped to designed for our retail business, gas retail business industry manage your claim. it’s easy and friendly for the • Under specifi c guidelines Retailers are To minimize business interruption Retailer and the Claimant. covered for: and ensure customer satisfaction our - Business Interruption for insurance claim process is quick and Inventory loss easy. All claims are managed through - Crime Insurance specifi c to stolen a Professional team of Independent cash deposit, pay point theft Insurance Adjusters. - Critical Incident Stress Counselling and more! At Shell, we continuously review our Insurance Program to ensure “fi t for purpose” for our always evolving Retail business.

15 Shell Select convenience store Your one-stop shop to profi t!

Shell implements many marketing tools, equipment and programs designed to maximize effi ciency and profi tability.

• Advertising and marketing programs • AIR MILES® reward miles offer tied into merchandizing promotions • Merchandizing planograms and store layout provided • Monthly convenience store Shell Select convenience stores promotions including signage and displays delivered directly to the site have been developed to meet • Shelving and equipment supplied Shell customers’ needs today by Shell • Loyalty cards for our signature and every day. products • In addition, Shell pays for all credit/debit card and AIR MILES fees The internal layout of the Select convenience store has been carefully researched and designed to provide maximum impact.

Approved suppliers Internal web resource and products Our Retailer Web gives Retailers access • Our marketing team works with a to a wealth of resources to successfully select group of approved suppliers manage their business. It contains: to ensure that we are providing our customers with the best products • National Price Book system (taste, quality, freshness), and • Daily updates booking opportunities well-recognized brands at the most • Merchandizing tips competitive prices possible. • New product listings and de-listings • Sales reports • Our category managers secure • Settlement reports vendor resources to help make our stores as successful as possible. They negotiate attractive promotional deals with preferred suppliers for most of the store inventory.

• By purchasing through these companies, volume-based savings reduce costs for every Retailer in the network and maximize the profi t margins on the products sold in the store.

16 ®TM Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. Shell Java CaféTM Shell Thirst Buster Rain-X® products • Jave Café is Shell’s proprietary • Thirst Buster is a recognized frozen available at Select stores coffee brand. carbonated beverage. • Rain-X, The Invisible Windshield • It has been a core offering for more • Its variety of colourful and appealing Wiper, improves wet weather driving than 10 years. fl avours makes it fun and profi table. visibility by repelling rain and by • It’s a real traffi c builder: highly • It’s another proven traffi c builder for helping to keep sleet and snow from popular and highly profi table. a wide range of customers, especially sticking. • Customers appreciate organic for pre-teens, teens and young adults. product offering that supports Shell’s • It’s as much an in-store impulse • Rain-X is featured throughout Shell’s commitment to sustainability. purchase as a reason to choose Shell. line-up of automotive products, • Java Café collector cards build • Thirst Buster collector cards build including the innovative Rain-X All customer loyalty. customer loyalty. Season Washer Fluid. • It’s another reason customers • Shell is the only national gas station choose Shell. to offer a full suite of Rain-X branded products in Canada.

®TM Trademarks of Shell Canada Limited. Used under license by Shell Canada Products. 17 ®† Trademark of Pennzoil-Quaker State Company. Used under license by Shell Canada Products. Car Wash

Shell Car Washes are a great Strong competitive advantage way to increase traffi c and • Large, national network – #2 by size in Canada revenue. • Recent capital spending to modernize, strengthen and help standardize our Touchless Wash Prepaid Coupon Program This prepaid car wash coupon helps our • The only national player to offer Retailers build their car wash business, ® Rain-X Online Surface Protectant which in turn will drive more dollars into • Higher average revenue per wash their pocket. compared to industry fi gures Its goal is to enable Retailers to • An innovative fl eet discount structure approach potential large volume car for our largest customers wash customers with confi dence, earn their car wash business, and keep that • Retailers earn a very competitive lucrative business into the future. commission on car wash revenue Collector Card • Backed by multiple promotions throughout the year, featuring the Shell provides Car Wash collector cards, AIR MILES®* rewards program a great tool to increase customer loyalty.

18 ® Trademark of Pennzoil-Quaker State Company. Used under license by Shell Canada Products. ®* Trademark of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. Maintenance Critical to optimize the site operation

It is essential that all Shell-branded retail The regular maintenance of this sites be presented in a consistent manner equipment, as recommended by the that is recognizable to customers. manufacturer or Shell, is an integral The equipment provided has been part of ensuring the ongoing effi cient selected for its appearance, effi ciency, operation and image of the facility. practicality, durability and economy in both price and cost of operation. It is Properly maintained equipment will help: intended to help optimize the operation, • minimize downtime; performance and appearance of the facility. • reduce loss of sales as well as the dissatisfaction a customer experiences Customers tell us: with “out of order” equipment; • They want an uncluttered store that provides quick and easy access to • ensure a consistent visual image to the items. customer and the appearance of a well managed facility. • They are attracted to tidy sites. Shell provides installation, • A well-kept site is a well-run business regular inspection and repair of: and signifi es the site is indeed “Ready for Business”. • all petroleum equipment; To maximize the success of the site, we • all major food store equipment (e.g., work together to ensure that all facility air conditioning and ventilating components and equipment are clean, systems, refrigeration equipment, etc.); operational and properly maintained at • all car wash equipment. all times. Retailers are expected to keep records of maintenance activities and do minor preventive maintenance and repair.

19 Impressive training Ongoing support

Retailers begin their Shell journey by participating in world-class New Retailer Training the trainee with the basics of the New Retailer Training. business, industry terminology, give The fi rst step to becoming a Shell a fi rst hand look at our Point-of-Sale Retailer is to learn about the Shell The Retailer will receive ongoing System (Radiant), and introduce the Canada Retail business. Building importance of health and safety. support from: business skills is a Retailer’s passport • District Manager to managing a successful retail site. If the trainee has experience in the • Territory Manager business, but has not operated our Each new Retailer with Shell must specifi c Point-of-Sale System (Radiant), • Sales & Development Manager successfully complete our training • Merchandisers participation in the Orientation course before operating a Shell site. Training Program will also be required. • Customer Service Representatives Shell’s New Retailer Training Program • Shell Helps Call Centre has been developed to help achieve Week One (Classroom) – 5 days • Health, Safety, Security & greater bottom line profi ts and realize We have several Learning Centres Environmental Representatives steady growth. located in major urban centers.* • Category Managers During our classroom training the • Training Department Our New Retailer Training Program trainee will be provided with the • On-Site Trainer involves both classroom and On- theory, knowledge and information Site Training. The classroom training Our Retailers have a team of experts tools to help in becoming a successful is conducted by experienced, Shell Retailer. ready to help them succeed in this professional Classroom Trainers. Our exciting world of Retail. On-Site Trainers are Shell Retailers Week Two who are recognized as successful Hands-on experience – 5 days site operators and are well-respected Shell has a structured “On the Job” leaders in the Company. training method that is implemented by trained Shell Retailers. The “Hands-On Orientation – 2 to 3 days Training” will truly assist in becoming a If a trainee is new to this industry, more effective successful Shell Retailer. attendance will be required at Orientation Training. This will acquaint Week Three (Classroom) – 5 days The trainee will return to the Shell Learning Centre to complete another week of classroom training and Retailer Certifi cation. Onboarding – 2 days Once the successful trainee has taken over a site, we will send a trainer to spend 2 days with the new Retailer. The Trainer will help the new Retailer get organized and set up a daily routine. This “Hands-On Training” at their site focuses on giving confi dence in the new Retailer’s ability to perform. Our New Retailer Training Program provides detailed basic information which will help in operating a Shell Retail Business effi ciently and successfully.

20 Scope offil New Retailer Forever Learning Training: Retailers continue to learn through • Health, Safety, Security & Coffee Meetings, On-Line Training, Environment Training E-Learning, District Meetings, • Site Maintenance Conventions and Workshops offered • HSSE Representative – conducting by Shell. HSSE inspections • Radiant Systems (cash register and “ I am writing this letter to thank you back room activities) *Every effort will be made to and your team for providing me the • Customer Service Program accommodate training as close as amazing training. I joined this training • Hiring Sales Associates possible to the trainee’s home base, with a feeling of knowing everything • Convenience Retailing however, On-Site and Classroom because I have 20 years experience • Method of Payment Training locations depend on several in the petroleum industry. (Credit Card Management) variables. My thoughts changed as soon as we • easyPAY® and AIR MILES®* started learning HSSE. This was very Programs thorough, compared to the training • Fuel Distribution provided by other gasoline companies • Product Knowledge where they barely touch HSSE. • Security As a result of this training I am more The training fees are part of the confi dent and aware of health, safety, Retailer’s initial investment. This fee security of all the parties involved in will be collected by Shell within any kind of transaction with Shell. one month of the fi rst site takeover. I also learned that we play a very Expenses incurred for travel, lodging, important role in safeguarding our food, etc. will be the trainee/Retailer’s environment. responsibility. A small investment for an exciting future! Before this training, running a gas bar to me seemed like running a Multiple-Site convenience store, but now I realize (Cluster) Training the difference between a gas bar and Three to six months after taking a convenience store. over their fi rst site, the Retailer will I would like to thank you and your return to a Shell Learning Centre to team once again and please keep up participate in Cluster Training. Cluster the good work.” Training is a two-day blended learning program. This program is comprised of Rajesh Lakhanpal elements that concentrate specifi cally Edmonton, Alberta on developing skills required to be a successful cluster Retailer. Please note a minimal fee is collected for the Cluster training.

® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 21 ®* Trademark of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Shell Canada Products. A dynamic, modern look New Retail Visual Identity (RVI)

Retail Visual Identity is the NEW RVI Evolution dynamic, modern and welcoming Shell’s new RVI Evolution creates a unique and fully integrated retail experience for customers around the world. look of Shell’s retail sites. Clearer communications As well as giving a more modern and vibrant look, RVI Evolution has provided an • RVI is Shell’s global image. opportunity to improve communications on the forecourt. Fuel price displays and • RVI strongly infl uences customer directional signage have been designed to clearly communicate the most important perception of the Shell brand, information and facilitate an easier and safer refuelling experience. There is a much and plays an important role in the stronger focus on the communication of our premium fuels offer and a more effective Retailer’s success. display of our marketing material that helps customers easily understand and respond to new offers and products. • RVI is designed to communicate effectively on the forecourt. A productive strategy The thinking behind the creation of Shell’s RVI Evolution is already yielding benefi ts. Consumer research has shown that the evolved ‘look and feel’ positions the Shell brand as modern and forward-looking. Customers like the ease with which they can fi nd what they are looking for, and have responded well to clearer signage and more attractive communications materials. The RVI Evolution creates a better experience for our customers.

22 Shell in Canada Firsts

2006 First national fuel company to offer TOP TIER Detergent Gasoline across Canada

2001 First Canadian oil company to offer cashless and cardless payment at the pump, with the introduction of Shell easyPAY®

1989 First Canadian oil company to completely stop selling leaded gasoline

1987 First toll-free telephone customer service line: the Shell Helps Centre

1972 First major Canadian oil company to open convenience food store to serve customers better

1970 First Canadian oil company to sell unleaded gasoline: Shell Ultra Unleaded

1968 First self service gasoline stations in Canada

1958 First tunnel car washes in Canada, and still one of the largest car wash operators in Canada

1955 First ignition-control ingredient in gasoline: TCP

® Trademark of Shell Canada Limited. Used under license by Shell Canada Products. 23 Bring more power to your retail business! Retail Business Opportunity Call us at 1-866-318-2445 or visit www.shell.ca/retailbusinessopportunities

November 30 2009