Petrol forecourt customers are offered a huge variety of choice along their journey, not just of brands and fuel types, but also quality convenience retail fresh and ready to go products. The question emerges how can your brand become the brand of choice?
The answer is trend, brand integrity and a strategic plan that delivers consistency, intensity, and accuracy
The old operational model of “How much can we cut from the bottom line?” from fuel, a limited range of drinks, confectionary, car accessories products and poor hygiene standard of toilets is no longer the base service standard. The challenge for many petrol forecourt brands is to design and deliver a convenient omnichannel brand environment, brand and sub-brand identities and on-line off-line site plans to make technology and convenience of the customer journey more intuitive.
We continually benchmark the best in class operations across the globe and on recent business trip to Kiev in the Ukraine and Baku in Azerbaijan our brand team visited the Socar petrol forecourt retail offering and photographed the interior of their stores (Please see the images of above).
We don’t alienate core customers by dramatically changing it, we gently reshape as needed, it’s all down to research and if you want big step change we test ideas in advance. We deliver what shoppers want through multiple channel goods and services product offering, merchandising and “special offer, new and trending - How much have I saved” POS promotions. We aim to increase sales and share of wallet for the retailer, via customer-centric cross merchandising strategies. The images above and below illustrate our work with the management teams of Gazprom Neft in Moscow where we created a new forecourt exterior concept and WOG in Kiev where we created a new retail interior store concept.
(Please see the Gazprom Neft and WOG case studies).
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