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29 July 2009/
Petrol brands forget their #1 touchpoint
by Wally Olins at 6:00 am 29 July 2009
Filed under: Architecture, Branding, Identity
Petrol station forecourts are a throwback to the 1960s – or earlier. They are dirty, the lavatories are frequently filthy, the pump technology is forty or more years old; all that dribbling and no electronics. Now, as large parts of Europe are en route to summer holiday destinations, they’re especially nasty.
What a missed opportunity.
Even though some of the major fuel retailers have undergone re-branding exercises over the past decade, they seem to have forgotten that they have customers who take notice of these things. Think of what grocery shopping was like forty years ago and compare it to today. Why haven’t petrol stations moved on? Why can’t they be as pleasing as a drive-in bank or cinema? Surely cleanliness, well thought through amenities and convenience should by now be taken for granted. But they’re not.
What a huge opportunity!
What if Starbucks designed a petrol station? Or The Four Seasons? What would they bring to the table that the likes of Shell and ExxonMobile can’t seem to grasp? It’s time for a major change. We won’t, perhaps, see Isadore Sharp get involved with forecourts. But we will see brands emerge which realise that the forecourt is the place for differentiation. Our friends at Rompetrol have made a good first step with Litro. Who’s next?
I don’t believe major petrol brands have neglected to consider their forecourts. For example, look at the ‘BP/M&S’ alliance or more on point the ‘On the Run’ brand concept rolled out by ExxonMobil. Stations with these stores are bright, clean, well stocked and well branded. The key question therefore is why these types of stations are not applied consistently across all their petrol stations? A couple (among multiple) of business factors may be the dealer business model in place at the great majority of stations and the varying sizes of stations. Most thought provoking is; what’s most important for customers filling up their cars – location or brand experience?
Comment by William Cottam — 8/17/2009 @ 7:57 pm