Shell Singapore wins at Retail Asia Awards 2026

Shell Select's refreshed concept teams up with Watsons, HOOGA, and Vivino for a more convenient, multi-purpose stop.

Shell Singapore has been recognised at the Retail Asia Awards 2026, winning Store Retail Initiative of the Year - Singapore for its refreshed Shell Select concept. 

This initiative reimagines traditional service stations as convenient, multi-purpose stops, bringing together everyday essentials, lifestyle items, and well-known brands to make each visit quicker, easier, and more relevant for customers.

Building on Shell’s 135-year presence in Singapore, its service stations today go beyond refuelling to offer electric vehicle (EV) charging, car care, and retail options that support motorists and nearby communities. The refreshed Shell Select concept enhances this offering by curating products and experiences that fit naturally into customers’ daily routines.

Designed for time-pressed consumers, the concept enables customers to complete multiple errands in one stop. By integrating trusted partners such as Watsons, HOOGA, and Vivino, Shell is bringing greater convenience and choice into the customer journey. A key highlight is the introduction of several retail firsts in Singapore.

The Watsons Lite concept makes its global debut within a service station, offered in a shop-in-shop format with a curated selection of health and personal care essentials, making it easier for customers to access everyday and last-minute needs on the go without a detour to a shopping mall.

Shell’s collaboration with HOOGA also marks the brand’s first partnership with a home-and-lifestyle retailer, featuring curated lifestyle and car scent products that enhance comfort and enjoyment during each stop. The range includes hand creams, sanitisers, and car diffusers designed to enhance the sensory experience for customers whilst they refuel or charge their vehicles.

In addition, Shell has expanded its partnership with Vivino since 2025 to introduce curated wine retailing within service stations – a first-of-its-kind initiative in Singapore’s mobility and convenience space – giving customers access to a selection of highly rated wines as part of their journey. Customers use trusted ratings from the Vivino community to select quality products during a single stop, which are available 24/7 through Shell service stations and on-demand delivery services.

The refreshed Shell Select concept is currently available at selected Shell service stations across Singapore, with more locations to be rolled out progressively.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].