RD Royal Dutch Petroleum Company

Shell Celebrates First Anniversary of STARZ Online Portal Is Comprehensive Business Resource for Shell Retailers and Wholesalers HOUSTON, Feb. 23 /PRNewswire/ -- Shell Oil Products US today announced that STARZ, Shell Trading And Retail Zone, is celebrating its one-year anniversary. STARZ is a free web-based resource available exclusively to wholesalers and retailers supplied by Shell to help them address issues and identify opportunities related to convenience retailing and site management. According to Ian Sutcliffe, vice president of Shell Retail US, STARZ is a unique and innovative tool that allows Shell to effectively communicate valuable information to its network. "We are trying to make it easier for our customers to do business in today's tough retail environment," said Sutcliffe. "STARZ provides operators with useful information and business-building tools, 24 hours a day through one, easy-to-access Web site." After only a year in existence, STARZ has proven itself as an important communications enabler, learning center and vendor access tool for Shell and its network of more than 16,000 locations coast to coast. The Web site helps improve communication and coordinate the implementation of Shell-branded marketing program and promotions. Additionally, it provides industry data, best practice information and merchandising tips in an effort to help retailers improve the customer experience. "STARZ helps my retailers feel a part of the Shell organization," said Vern Kelley of Kelley Fuels, Inc., a Shell wholesaler based in Shakopee, Minnesota. "STARZ makes it easy for my retailers to stay informed on Shell initiatives and industry news; but, more importantly, it gives them new ideas to market their store." To facilitate communication between vendors and retailers, a vendor directory has been created in STARZ with more than 80 vendors currently participating, including The Coca-Cola Company, Kraft, Oasis Outsourcing, Belanger and NAPA. It has proven to be a cost effective way for vendors to reach key decision makers in the Shell network. Another component of STARZ is the STARZ Buying Club. The STARZ Buying Club is independently operated by the Royal Buying Group and helps Shell retailers and wholesalers take full advantage of national vendor programs and opportunities not readily available to independent operators. Currently, more than 1500 Shell stations participate in the club, with a goal of surpassing 3000 by the end of 2005. Shell retailers can access STARZ by contacting their Shell account manager or wholesale representative. Vendors or manufactures interested in participating in the STARZ program can contact Andy Steele at 281-874-7964 for product related programs, and Nancy Prior at 281-874-7779 for service or equipment related programs. For more information on the STARZ Buying Club, Shell-branded retailers and wholesalers can contact Angela Angelilli at (877) STARZ-4-U x17 [877-782-7948 x17] or at . Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, and has a network of nearly 6,600 branded gasoline stations in the Western United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc., which refines and markets branded products through more than 9,400 stations in the Eastern and Southern United States. Shell Oil Company is an affiliate of the Royal Dutch/Shell Group of Companies (NYSE:RDNYSE:SC). For more information, please visit http://www.shell.com/ . Royal Buying Group, Inc., headquartered in Hinsdale, Ill., is a national organization dedicated to maximizing sales and profitability of convenience store and petroleum locations. Recently named to the 2003 Inc. 500 as one of America's fastest growing companies, Royal Buying Group, Inc. now represents over 4400 locations nationwide. The core service capabilities include negotiating with regional and national suppliers for impactful and competitive sales and marketing programs, providing category management expertise, state of the art marketing support, excellent customer service support as well as a variety of additional service offerings for its membership. Visit our website at http://www.royalbuying.com/ for more information on Royal Buying Group, Inc. or call 1-877 STARZ 4U (1-877-782-7948). DATASOURCE: Shell Oil Products US CONTACT: Shell Media Line, +1-713-241-1578, or Anne Peebles of Shell Oil Products US, +1-713-241-1584 Web site: http://www.shell.com/ http://www.royalbuying.com/

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