BP has redesigned its forecourt offer in the UK to appeal to female ‘stop and shop’ customers and has introduced ‘customer conductors’ (greeters), according to a report on the website of NACS, the Association for Convenience & Fuel Retailing in the US.
In coverage of its conference, Insight Convenience Summit – Europe, in London this week, it reported on a presentation by Dave Newton, retail director, convenience retail UK BP, and David Pitron, offer implementation manager, convenience retail UK BP.
It said the partnership with M&S Simply Food at a number of sites had reversed the traditional male:female ratio of customers so that women predominated, and that BP had reacted to this with a new proposition to cater for female shoppers.
This included the introduction of customer conductors to assist shoppers and changes to the store layout.
NACS reported that Pitron said the new look has been piloted in a number of stores and will be rolled out across the network in the next couple of years.
Click here for NACS’ report on the BP presentation at the Insight Convenience Summit – Europe.