SAN RAMON, Calif. -- Bright, modern, engagingthese are some of the words Chevron officials are using to describe their new forecourt reimage program, which was initiated this month and will eventually extend to all of the company's 7,500 branded sites.
Our strategy is to have quality products and quality services, and we want to add a quality site offering, David Fitzgerald, project manager of the 2006 Image Refresh Program, told CSP Daily News. Site-appeal really drives the consumer's perception of your offering.
The new look [image-nocss] includes bright-blue canopy fascia highlighted by LED lighting; several lighting changes; an improved trash valet, which includes a garbage can, window-washing squeegee and paper towels; and point-of-purchase (POP) signage opportunities that Fitzgerald said were high on retailers must-have lists. A separate three-foot-by-three-foot signage cabinet is also included around each support pole.
[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, he said. 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've experienced a 10% to 20% savings on average daily kilowatt power usage. We're actually adding a lot more light fixtures by lighting the canopy fascia and accent lighting, but the energy use is still down.
The forecourt reimage, the first initiated by Sam Ramon, Calif.-based Chevron since 1988, will roll out in geography phases, with the first retailers receiving their launch packages this month in the West and Southwest, affecting about 4,000 stores. A second set of retailers will be notified about the change in mid-2007.
For the most part, we chose an image design that's an evolution of our current image, Fitzgerald said, and it just builds on those areas that retailers and consumers told needed improving.
Once retailers receive their launch packages, they have 18 months to up date their facilities if they want to 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.
There are five levels to the image, so we're not requiring every [retailer] to build to the top level, Fitzgerald said. The image level is determined by your site volume and the number of customer impressions you have.
So far, 30 stores have undergone the reimage and about 200 others are in the construction phase.
According to a Chevron brochure, the 2006 Image Refresh Program is intended primarily to transform an existing Chevron fueling area (forecourt) into a station that is new and exciting to our customers. Our new design offers a system of durable elements that work together to create a positive environment for customer's fueling.
Some of the features of the program highlighted in the brochure include:
High-gloss blue fascia with vibrant blue LED downlighting for greater visual impact at night. A new canopy return accent band design with LED illumination. Trash valet designed for improved customer convenience. Reduced energy costs through state-of-the-art lighting technology, for example, replacing existing T-12 lamps with T-8 lamps in new spanners. A new modern Chevron Hallmark logo that stands out brightly in both day and nighttime environments. Fresh, illuminated spanners and unlit proprietary valances that provide a more open feeling.Click the "Download Now" button below to take a closer look.
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