As the convenience-store industry evolves and consumers’ expectations heighten, c-store retailers face pressure to find ways to stay competitive and increase profitability. Therefore, it’s little wonder why many operators choose a fuel supplier that provides support from the curb to the cooler.
Phillips 66 delivers industry-leading support to its Phillips 66-, Conoco- and 76-branded retailers beyond fuel with a host of programs and tools designed to help achieve operational excellence, reduce costs and increase revenue.
“We understand the challenges of building a strong business in today’s competitive environment,” said Greg Hart, U.S. marketing brand manager for Houston-based Phillips 66. “For that reason, we’re committed to delivering the support, resources and programs to help our customers get the most out of their entire business.”
“Since the spinoff from ConocoPhillips in 2012, we’ve created strong momentum in the industry,” Hart said. “Although our brands have longevity, we chose to take a fresh approach by recently updating our Phillips 66 and 76 station images and introducing new initiatives that have helped many operators elevate the consumer experience and build success beyond the fuels we’re known for.”
In 2014, Phillips 66 launched its Experience 66 project designed to help operators deliver an enhanced consumer experience by providing them with an upgraded image, operational support and signature consumer-focused offering needed to help create loyal, repeat consumers. On average, operators who have the elevated station images and consumer offerings have seen an increase in sales at their sites.
Phillips 66 has a variety of advertising campaigns including its TANK5 instant-win, summer traffic-driving promotion; national sports team sponsorships; and social media contests. Meanwhile, the KickBack Points Program rewards consumers for fuel and c-store purchases, and shares insightful information about their purchasing habits with the operators. Phillips 66 also offers the Retail Excellence Program, a monthly mystery shop scoring program that generates direct consumer feedback as well as valuable business insights into consumers’ preferences, resulting in branded retailers being able to deliver an elevated consumer experience and improved site operations.
Additionally, Phillips 66 developed the BizLink mobile app—the first ever created for operators—which shares key operational data such as real-time pricing details, supply summaries and allocation info via terminal. A streamlined branding process, Brand Image Central, further simplifies the imaging of operators’ sites by offering a turnkey solution.
“Operators appreciate our innovative solutions and brand support, including our robust social media presence, and how our My Phillips 66 mobile app for consumers helps drive traffic to their sites,” Hart said. “All of these offerings demonstrate our commitment to supporting retailers beyond the pump. With our expertise, momentum and innovative ideas helping them drive forward, the sky’s the limit.”
Phillips 66 owns the Phillips 66, 76 and Conoco fuel brands. These branded fuels are sold at more than 7,000 retail fuel sites across the United States.
This post is sponsored by Phillips 66