Motorway Services Online

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Pilot Services

WHSmith Travel store.
The pilot WHSmith at Leigh Delamere, which was then rolled out across the country's motorways.

Like all retailers, service areas have to trial new ideas in a small way, usually by designating a single trial store. The trial store (or "pilot site"), will often be a very busy location, or one that was going to be refurbished anyway. Often a brand new service area will be used to launch new concepts.

Despite popular belief, a pilot scheme isn't as simple as working out if the idea is popular or not. It's actually very easy to ask customers if they would like to see a particular store.

Instead, pilot schemes are used as an opportunity to identify a whole manner of issues which could arise, including how the stock gets delivered, how much the store costs to run, what opening hours are best and how this fits the staff shift patterns and what staff training is required. It's a chance to fix any practical issues to do with the layout and appearance of the store that might have been difficult to imagine when it was all on paper. If the trial involves working with another brand name, they might want to be assured that everything is in order before they let the partnership be rolled out.

As a result, many projects can fall at this stage. For example, at Ely and Hickstead, Starbucks weren't happy with the appearance of the store, and as a result no more Starbucks-Burger King combinations opened. Other projects that never made it past the pilot stage include Boots at Roadchef and Sainsbury's at Welcome Break.

Below are some examples of major service areas that have been involved in pilot schemes. Naturally, there have been a lot of pilot schemes, and it's only the more minor service areas that ever get overlooked.