INTERVIEW OF THE MONTH: CORAL SRB-SHELL LICENSEE
MEETING NEEDS, BUILDING TRUST: CORAL SRB-SHELL LICENSEE’S FOCUS ON CLIENT SATISFACTION AND REGIONAL GROWTH
Vassilis Karanasios, Country Manager
"In Serbia we operate 11 service stations and three more are in the process of being licensed in Belgrade. At the same time, we are further developing our network with targeted investments, making the Shell brand strong and recognizable to the Serbian consumer."
For almost 100 years, Coral - Shell Licensee has operated successfully in Greece, while also expanding its business over the region in the past decade. Can you tell us more about the company's operations in Southeastern Europe?
Coral - Shell Licensee has significantly expanded its operations across Southeastern Europe over the past decade, building upon its strong foundation in Greece. Since its acquisition by Motor Oil Hellas in 2010, Coral (ex-Shell Hellas) has strategically entered several regional markets, leveraging the globally recognized Shell brand through long-term licensing agreements. More specifically, besides Serbia, we operate in Croatia since January 2021 with 34 Shell branded petrol station. In Cyprus the company operates since 2017, 40 retail stations, offering a range of fuel products and services to Cypriot consumers. And finally in North Macedonia we operate since April 2021 with 4 Shell-branded retail stations, marking our initial footprint in the country's fuel retail market.Through these strategic expansions, Coral - Shell Licensee has established a significant presence in Southeast Europe, operating Shell-branded stations and offering high-quality fuel products and services across multiple countries.
How do you define an effective approach to clients and what would you highlight as the main advantage of Coral - Shell Licensee?
An effective approach to clients involves a strategic, empathetic, and solution-oriented mindset. At Coral - Shell Licensee we try to understand consumers’ needs; we have clear communication and are always transparent and responsive.
We offer tailored solutions or products that directly align with their specific context. Coral SRB - Official Shell Licensee offers a robust, scalable solution that’s adaptable to diverse client environments while maintaining a high standard of performance, usability, and support. More specifically, in Serbia we offer taxi driver’s and truck driver’s card, bus driver’s and prepaid fleet card.
In our Shell gas stations in Serbia, customers can visit our “Shell Select” shops and not only buy more than 2.000 products (beverages, snacks, refreshments, tobacco products, toys, car care) but also enjoy their coffee with a variety of pies, sandwiched, croissants & hot dogs in our coffee areas.
Of course, our main advantage is our high-quality fuels; Shell Fuel Save UNL 95 & Shell Fuel Save Diesel both with additives that maintain and improve good condition of car engine plus Shell V-Power 100 & Shell V-Power Diesel with special additives that clean deposits of and increase the power of the car engine.
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Coral SRB - Shell Licensee markets its products through a network of 11 petrol stations in Serbia. Do you plan to further expand and enrich your offer?
In Serbia we operate 11 service stations and three more are in the process of being licensed in Belgrade. At the same time, we are further developing our network with targeted investments, making the Shell brand strong and recognizable to the Serbian consumer.
This year, we are launching a range of new projects designed to enhance our services and strengthen customer communication in Serbia. By the end of the 2025, we are proud to introduce the “Shell Go+” loyalty program to the Serbian market-designed to reward and recognize our loyal customers with exclusive benefits. In addition, our Fleet credit card will soon be available to corporate clients. We’re also expanding our digital presence, with Shell Serbia soon to be active on both Instagram and Facebook, creating new ways to interact with customers.
Our focus on gastro and coffee continues further improving the taste of our coffees, enriching the range of products and starting the offering of hot meals in our gas station on the highway near Sid.
In 2023, we proudly launched the "People Make the Difference Real" (PMTDR) program in Serbia. This global initiative, operated by Shell, evaluates the appearance, customer service, and overall performance of Shell service stations worldwide. Coral SRB - Shell Licensee was ranked the #1 performer among Shell companies for both 2023 and 2024-a testament to the exceptional dedication and standards upheld by our teams across the country.
The energy sector has a significant impact on sustainable development. What is Coral SRB - Shell Licensee’s contribution to the future of energy?
Both our mother company Motor Oil Hellas and Coral SRB – Shell Licensee operate and grow in a sustainable way. Electricity is one of the key pillars of the Group's significant growth and transformation, predominantly powered by Renewable Energy Sources. We are currently operating the second largest RES platform in Greece and one of the largest integrated circular economy businesses.
We are actively integrating sustainability into our operations across Serbia. As part of this effort, we’ve planned the installation of solar panels at selected gas stations and are ready to install fast EV chargers (360KW) along our highway gas stations-supporting the growing shift toward electric mobility. In Batajnica, we’ve implemented solar-powered city lights that operate independently of the power grid, showcasing our commitment to innovative, energy-efficient solutions.
Coral SRB - Shell Licensee is committed to environmental responsibility through ongoing monitoring of land, wastewater, and groundwater to ensure sustainable operations. All our gas stations are also equipped with dedicated recycling bins for metal, glass, paper, and plastic-making it easy for customers to help reduce waste and protect the environment.
We believe that circularity plays a critical role in building a sustainable future. That’s why we’ve placed ourselves at the forefront of this movement, not only by integrating renewable technologies but by rethinking how our business impacts the planet at every level. We are proud to be leading the way in driving meaningful change and setting new standards for our industry.
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You were a member of the Board of Directors of the Hellenic Business Association of Serbia from 2022 to 2024. What is your perception of the Association now and how satisfied are you with its work?
Serving on the Board of Directors gave me a close view of the Hellenic Business Association’s operations, challenges, and I’m genuinely satisfied with the progress we made during that time. The Association improved its engagement with members, expanded its visibility established an excellent cooperation with Greek Embassy and took meaningful steps toward strategic goals like promoting sustainable practices and deepening collaboration with Serbian institutions and authorities. The celebration of the 20th anniversary of HBA was also a highlight of this period.
HBA must continue strengthening its role as a key platform for fostering economic ties between Greece and Serbia and become an increasingly respected voice within the broader business. This will enable HBA to facilitate Greek companies in their access and relation to local authorities and ministries in order to solve potential issues and increase their development in country.
On the other hand, and it becomes more crucial after the exit of Greek banks from Serbia, all Greek companies not only must be members of the HBA but also take a more active role and support the Association in its goals.
Overall, I’m proud of being part of HBA. I continue to support its mission and am confident it will play an even more influential role in the years ahead.
