BP Launches New Retail Image

CHICAGO -- BP is launching a new retail image called "to go." Available starting this month, the flexible image package allows BP-branded marketers to upgrade their convenience stores with an attractive, new look inside and out.

“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,” explained Amy Abraham, BP's 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 "to go" image package includes a variety of elements to suit various c-store layouts, building exteriors and price signs. The 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.

Three BP stations piloted the "to go" retail image in 2013, and the response from participating BP-branded marketers has been positive, according to the company.

“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.”

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

The BP "to go" image is one more tool that BP is offering retailers to help them increase sales and attract more consumers, the company noted. Over the past five years, BP has invested nearly $50 billion in the United States, reportedly more than any other energy company.