BP Introduces ‘To Go’ Convenience Store Makeover Kit Designed to Enhance Consumer Site Experience

BP announced today the launch of 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. Available starting this month, the BP ‘to go’ image is one more 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, BP vice president of marketing and communications. “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. “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.”

Three BP stations piloted the ‘to go’ retail image in 2013 and the response from participating BP branded marketers has been positive. 

BP branded marketers can place orders for ‘to go’ elements beginning May 15. To be eligible for ‘to go’ elements, sites must have passed their latest two Helios shops and are recommended to have at least 1,000 square feet of convenience store retail space.

Over the past five years, BP has invested nearly $50 billion in the US – more than any other energy company. BP is a leading producer of oil and gas and provides enough energy annually to light nearly the entire country for a year. Employing approximately 20,000 people in all 50 states, BP supports more than 260,000 jobs total through all of its business activities. For more information, go to www.bp.com/us.