BP pride themselves on an incredibly strong and successful retail identity across their european network, with well-known brands like ‘Wild Bean Café’, ‘BP Connect’ and ‘BP Ultimate’, not to mention joint contracts with M&S Simply Foods and other brands.
Customer service is at the forefront of BP’s philosophy for such success and operational plans are often based on the results from successive customer experience surveys conducted at random local service stations and convenience stores.
With surveys attempting to find out how satisfied BP customers were with their ‘experience’ of the visual identity at the site which included signs, staff uniforms and advertising, in addition to the safety and security aspects, from lighting to heating and air conditioning, a range of feedback was requested and obtained.
One important discovery from the surveys, was that despite high levels of satisfaction regarding the quality and visibility of the station signage, both close-up and from distance by day and night, and with the convenience store range of products and services, the bathroom and toilet facilities were not being given sufficient attention and investment as they had not traditionally been seen by BP as part of the customers ‘journey of the brand’.
To react quickly to change this situation, BP set up an ‘innovation project team’ and piloted some concepts in Austria, looking at the most economical and fastest way to refurbish existing bathrooms.
Working closely with 3M and project management partner, Glimma, decisions were made to add BP ‘Better Bathrooms’ to the overall brand experience by installing a range of high-resolution wall graphics with a high gloss anti-scratch protective laminate.
3M™ Controltac™ Graphic Films series 180 was tested and specified, to be digitally printed with compatible ink jet printing inks on approved print hardware. Graphics were then laminated with 3M™ Scotchgard™ Graphic and Surface Protection Film series 8991 Gloss.
The BP Europe ‘Innovation’ team were pleased with the initial success of the programme which has now extended in further geographical territories.