SAN RAMON, Calif. -- Chevron Global Marketing has officially launched Chevron Image Refresh, an image program focused on enhancing stations' fueling areas while incorporating modern and friendly brand identity into Chevron retail locations. The first phase of the new image program rollout will include Chevron retail locations in Arizona, California, Hawaii, Texas, Florida and Alabama.
A second phase for other states is expected in 2007. Chevron expects the program to take up to five years to refresh approximately 7,500 Chevron sites in North America. [image-nocss] Stations in the first phase will have 18 months to complete the conversion from the start of the launch in order to qualify for Chevron's image-conversion incentive.
Customers have come to expect high-quality products and services from the Chevron brand, said Shariq Yosufzai, president of Chevron Global Marketing. The Chevron Image Refresh program further highlights our ongoing legacy of providing an unsurpassed customer experience that keeps us at the forefront of our industry.
Chevron has been piloting the program throughout the past year in northern California and Seattle. The program also has been under way for early adopters, which include new rebranded and rebuilt sites. Sites currently undergoing a dispenser retrofit program and sites that have experienced hurricane damage have also benefited from the Chevron Image Refresh program.
Market research indicates that site appeal is one of the most important elements that draw customers to a station, said Danny Roden, vice president of North America Marketing for Chevron Products Co. Customers have said they want their retail experience to include good customer service, consistent standards and clean, modern facilities. Elements of the new Chevron Image Refresh program have been designed with this in mind.
The program introduces new cost-effective technologies that will continue to enhance the customer experience, including optimizing an adjunct lighting system to help keep pace with rising energy costs. The latest retrofit option combines ambient and spotlight optics to create a uniquely powerful system that maximizes both lighting quality and energy cost savings. This provides long-range visibility for stations while still offering a warm, inviting environment. In many cases, the lighting system retrofit can reduce energy consumption of the canopy lights by up to 20%, the company said.
We've designed the new Chevron retail image to ensure that our retailers and marketers receive the maximum return on their investment, said David Fitzgerald, project manager of the Chevron Image Refresh program. Our program has five distinct levels of upgrades, and we have made a wide range of concessions to make the overall program more cost-effective, attractive to the customer and flexible to meet local needs.
In addition to new primary identification street signs and high-rise pole signs, upgrades include a new high-gloss facade with blue LED downlighting for greater impact at night and a new canopy return with a LED-illuminated accent band. Chevron also has modernized its trash valets and signature spanners.
Our strategy is to have quality products and quality services, and we want to add a quality site offering, Fitzgerald told CSP Daily News in mid-June concerning the new image program. Site-appeal really drives the consumer's perception of your offering.
He added, [Retailers] told us we needed to have POP material out at the forecourt to drive people into the stores because they're interested in their c-store sales. Also, the retail customers are really interested in efficiencies as far as lowering the cost to operate their [sites]. So the lighting that we've installed actually reduces the wattage. We're actually adding a lot more light fixtures by lighting the canopy fascia and accent lighting, but the energy use is still down.
Retailers can take advantage of an incentive package that could help fund the reimage to the tune of $9,000 to $90,000, depending on store volumes. The entire program will take about five years to complete.
Chevron Global Marketing is a division of Chevron Global Downstream LLC, a wholly owned subsidiary of Chevron Corp. Chevron Products Co. is a division of Chevron U.S.A. Inc., a wholly owned subsidiary of Chevron Corp., San Ramon, Calif.
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