BP Debuts 'to go' Convenience Store 'Makeover Kit'

Flexible components offer opportunity for fresh look for brand's retail sites

BP to go convenience store (CSP Daily News)

CHICAGO -- Following a successful pilot by Parent Petroleum Inc. at three stations in 2013, BP has launched its new "to go" retail image, a flexible image offer that allows BP branded marketers to upgrade their convenience stores with an attractive, new look inside and out.

The "to go" image is available starting this month.

As reported in a 21st Century Smoke/CSP Daily News Flash, the BP "to go" image is a tool that BP is offering retailers that may help them increase sales and attract more consumers.

"When the need for a fresh, flexible and affordable retail image was identified, we collaborated with our branded marketers to create the 'to go' retail image," said Amy Abraham, vice president marketing and communications for BP. "Every site is different in layout and service offerings, so 'to go' offers our branded marketers the option to select from a variety of elements to fit their needs, while enhancing the overall retail experience."

The new retail image package includes a variety of elements to suit various convenience store layouts, building exteriors and price sign (also known as MID displays). These 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.

"As a BP branded marketer, we're excited to host the new BP 'to go' image within our marketplace," said Joe Aliperta, brands coordinator at Parent Petroleum, St. Charles, Ill. "The locations we've upgraded thus far have received very positive feedback from consumers. We're thrilled that BP worked with its branded marketers to develop this fresh new look for our convenience stores."

BP branded marketers can place orders for the "to go" elements beginning May 15. To be eligible for "to go," sites must have passed their latest two Helios shops, and BP recommended that they have at least 1,000 square feet of c-store retail space.

London-based BP, with U.S. headquarters in La Palma, Calif. (West), and Warrenville, Ill. (East), markets more than 15 billion gallons of gasoline every year to U.S. consumers through more than 11,000 BP- and ARCO-branded retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities.

BP is the single, global brand formed by the combination of the former British Petroleum, Amoco, Atlantic Richfield (ARCO) and Burmah Castrol. BP is a global producer, manufacturer and marketer of oil, gas, chemicals and renewable energy sources.

Part of CSP's 2014 Convenience Top 101 retailers