INVER GROVE HEIGHTS, Minn. -- More than 150 retailers joined the Cenex brand family in fiscal 2007, the company said. CHS Inc. continued to focus its Cenex brand expansion on major metropolitan areas, while maintaining growth in many rural communities.
"Our goal has been to increase our network substantially by attracting 145 retailers per year over the next four years," said Doug Dorfman, brand, product and marketing manager of refined fuels at CHS. "We exceeded our goal for the fiscal year ended Aug. 31, 2007, thanks to tremendous teamwork, a new image [image-nocss] and brand campaign, a large toolbox of added-value programs, and major investments in a reliable fuel supply."
The company unveiled a new image for Cenex-branded retail locations in 2007. Rolling out over three years, the fresher look includes redesigned canopies, brighter paint colors, new lighting and digital signage to reinvigorate brand identity and increase consumer appeal, according to Dorfman. "The updated appearance will help Cenex outlets attract and retain customers in a highly competitive marketplace and will help improve consistency across the system's retail locations," he said.
At the same time, the company launched year two of its "Cenex Guy" brand campaign, which positions Inver Grove Heights, Minn.-based Cenex products and services as an "indispensable" part of everyday life. "The Cenex Guy campaign not only builds affinity for the Cenex brand, it provides a fun, engaging opportunity for retailers to tie into the campaign locally to build store traffic," Dorfman said.
A major factor in the record Cenex brand growth is programs and services combined with a highly personalized approach, the company said. Cenex retail support includes assistance with operating cost control and business management as well as computer-based training for store employees.
"We remain committed to supporting our retailers with promotions and programs to grow their sales and reduce their costs," said Dorfman. "We also continue to hear from customers that they enjoy our personal touches and attention, like the extra one-on-one time our field staff spends with each account."
More energy retailers are seeking partners who are small enough to care about customers, but big enough to draw upon major resources, according to Dorfman. "Savvy retailers are increasingly concerned about securing reliable fuel supplies and having options when it comes to renewable fuels. The Cenex brand comes from a company committed to leadership in these areas."
Over the past year, St. Paul, Minn.-based CHS also invested in a coker unit at its Laurel, Mont., refinery to increase refining yields and in the construction of two Montana petroleum pipeline terminals to enhance fuel supply to customers. CHS also continued its investments in renewable energy products such as biodiesel and ethanol-blended gasoline. With approximately 250 E-85 outlets, CHS is one of the largest retailers marketing products for flex fuel vehicles through its Cenex-branded retail sites, it said.
More than 1,600 retail locations now carry the Cenex brand from the Great Lakes to the Pacific Northwest and from the Canadian border to Texas.
Click here and here for CSP Daily News coverage of the Cenex rebranding process.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.