BP is embarking on a new strategy for its Connect forecourt stores with a formula that it believes convenience operators such as Tesco and Spar will be unable to replicate.
The first strand of the strategy will be revealed when the oil giant unveils the first store incorporating Marks and Spencer’s Simply Food, in London’s Hammersmith on October 12.
Speaking exclusively to The Grocer, BP retail director Graham Sims said the company’s new ethos was quality quickly, underpinned by a ‘10 in 5’ philosophy.
“We aim to serve customers with 10 quality products in five minutes and I don’t think anyone will be able to compete with this.
“We have already moved from
a fuel retailer to a true retailer and now want to move from the functional into the experience,” Sims said.
Retail sales have tripled in the past four years, with the stores contributing up to 40% of profit today compared with 10% in 2001. But Sims believes there is more to go after.
“There is a huge opportunity in roadside retailing. We have changed the forecourt industry but not far enough. Now we are accelerating the transformation,” he said.
To achieve this BP is overhauling its Connect format. The offer will comprise four areas: a revamped Wild Bean Café, an impulse area, a themed section and Simply Food.
China cups, sofas and Sky TV will be introduced in Wild Bean Cafés in areas where customers want a longer break.
There will be less change in impulse but Sims said hot spots would be better utilised. However, the themed section, which is critical to the business, will see major change.
“We are looking to work with suppliers more closely on launches and want to introduce more occasions and events into the store.
“We are planning to merchandise by the part of the day,” said Sims.
In the eight pilot stores containing Simply Food, the Marks and Spencer offer will take up half the store space, about 100 sq m, and will feature between 600 and 900 SKUs.
It will use Simply Food fixturing and also utilise its promotional programme.
However, BP is running the relationship, with Marks and Spencer supplying the forecourt operator through the high-street retailer’s supply chain.
“The expectation is that we will introduce Simply Food into all our Connects,” said Sims.
BP has 170 Connects with 10 under construction. The 31 Safeway sites it acquired following the dissolution of its partnership with Safeway in April will be converted to Connect next year.
Siân Harrington
The first strand of the strategy will be revealed when the oil giant unveils the first store incorporating Marks and Spencer’s Simply Food, in London’s Hammersmith on October 12.
Speaking exclusively to The Grocer, BP retail director Graham Sims said the company’s new ethos was quality quickly, underpinned by a ‘10 in 5’ philosophy.
“We aim to serve customers with 10 quality products in five minutes and I don’t think anyone will be able to compete with this.
“We have already moved from
a fuel retailer to a true retailer and now want to move from the functional into the experience,” Sims said.
Retail sales have tripled in the past four years, with the stores contributing up to 40% of profit today compared with 10% in 2001. But Sims believes there is more to go after.
“There is a huge opportunity in roadside retailing. We have changed the forecourt industry but not far enough. Now we are accelerating the transformation,” he said.
To achieve this BP is overhauling its Connect format. The offer will comprise four areas: a revamped Wild Bean Café, an impulse area, a themed section and Simply Food.
China cups, sofas and Sky TV will be introduced in Wild Bean Cafés in areas where customers want a longer break.
There will be less change in impulse but Sims said hot spots would be better utilised. However, the themed section, which is critical to the business, will see major change.
“We are looking to work with suppliers more closely on launches and want to introduce more occasions and events into the store.
“We are planning to merchandise by the part of the day,” said Sims.
In the eight pilot stores containing Simply Food, the Marks and Spencer offer will take up half the store space, about 100 sq m, and will feature between 600 and 900 SKUs.
It will use Simply Food fixturing and also utilise its promotional programme.
However, BP is running the relationship, with Marks and Spencer supplying the forecourt operator through the high-street retailer’s supply chain.
“The expectation is that we will introduce Simply Food into all our Connects,” said Sims.
BP has 170 Connects with 10 under construction. The 31 Safeway sites it acquired following the dissolution of its partnership with Safeway in April will be converted to Connect next year.
Siân Harrington
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