BP has recently redeveloped its UK forecourts to appeal to female 'stop and shop' customers and has introduced 'customer conductors' who will greet and assist shoppers.
The changes have been made to differentiate BP's service proposition among the competition and to encourage consumers to shop the entire store offering.
The introduction of the M&S Simply Food concept onto its forecourt stores had attracted more female shoppers, reversing the former male to female ratio of 60:40.
BP improved its store design with a more open layout, which is easier to navigate and includes lower counters for better sight lines.
Frozen foods have been introduced and BP has worked with suppliers to upgrade the quality of products across its range.
The new look has been piloted in a number of stores and will be rolled out across the whole network in the next couple of years. From a results point of view, the number of shoppers rating BP a nine or 10 out of 10 increased from 43% to 75%.
The project has delivered a 35-65% rise in foodservice sales. Fuel and M&S sales have also increased as a result of the halo effect of the upgrade.
BP owns and operates 320 UK forecourts, including M&S Simply Food locations.