Convenience Store News

NOV 2014

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46 Convenience Store News | NOVEMBER 2014 | WWW.CSNEWS.COM T his spring, BP launched "to go," a new retail image for its market east of the Rockies. The approach allows BP-branded marketers the flexibility to upgrade their conve- nience stores with an attractive new look — inside and out. The retail image package includes a variety of elements to suit various c-store layouts, building exte- riors and price signs. The elements are designed to blend seamlessly with existing BP brand designs and are flexible enough to accommodate the unique needs of small- and large-format sites. The new "to go" image needed to be retrofittable to existing architecture, fixtures and interior spaces, as well as new-to-industry and competitive conversions, the company explained. BP's foremost challenge was providing a quality image that could be affordable to a broad spectrum of jobber/ dealer operators with varied resources. The result is a fresh new look for BP conve- nience stores that will provide an enhanced customer experience aligned with BP's premium fuel offer. The oil giant piloted the program in 2013 and the response from participating BP-branded marketers thus far has been positive. BesT lOW-COsT reMODel Winner: BP to go, Chicago

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