Chevron’s Bright Horizons programme aims to give dealers access to a network of support services. According to the company, there are about 800 directly supplied Texaco-branded sites and 300 supplied via distributors in the network who all have access to the programme.
It comprises three main elements: to find ways of adding value to a retailer’s business; to communicate with retailers through TexacoStation, national advisory councils, Retail Advantage meetings, magazines and competitions; and to measure success through a retailer relationship survey with Customer First shopper programmes and share those results with retailers.
Peter Oakford, Chevron retail manager UK south, says: "The main thing is that we believe in building face-to-face relationships with our retailers. The benefits of Bright Horizons are that we have two-way communication with them to decide what marketing is done on their behalf. As we don’t have company-owned sites, it means our business model is the same as theirs - if they succeed, so do we.
"We also hold regular Retailer Advantage meetings which enable retailers to share best practice. We provide support in developing their staff through training and through our on-forecourt mobile training unit, which is unique in the industry."
=== Highly commended ===
BP was Highly Commended in the category for its innovative partnership with Marks & Spencer. The M&S Simply Food inserts now operate in 75 BP Connect stores, and there are plans to increase this number to up to 120 by the end of the year. Karen Hubbard, BP UK convenience retail director, says: "We feel that the partnership with M&S allows us to deliver a fantastic package to our customers."
BP reviews the offer on an on-going basis, and while there are a number of minor changes to layout, range and in-store processes planned, on the whole Hubbard says BP is delighted with what has been achieved so far.
She adds: "Both parties are aware of the strengths that each company has brought to the relationship and we have been able to utilise these to deliver this fantastic offer on the street.
"Both brands represent the premium and quality end of the market and this seems to have really worked for our customers who are visiting our sites regularly to fulfil their various shopping missions."
And the offering is pretty extensive - depending on the size of the site and the customer profile - a store can have anywhere up to 1,200 M&S products on sale. This has also helped bring in new customers - while traditional customers still shop there, BP has seen more female shoppers looking for a healthy meal option to eat then or take home and eat later.