CHICAGO – BP announced the launch of its new “‘to go” retail image, a flexible image offer that allows BP-branded marketers to upgrade their convenience stores with an attractive, new look inside and out. Starting this month, BP is offering the tool to retailers to help them increase sales and attract more consumers.

“When the need for a fresh, flexible and affordable retail image was identified, we collaborated with our branded marketers to create the ‘to go’ retail image,” said Amy Abraham, BP vice president marketing and communications. “Every site is different in layout and service offerings, so ‘to go’ offers our branded marketers the option to select from a variety of elements to fit their needs, while enhancing the overall retail experience."

The new retail image package includes a variety of elements to suit various convenience store layouts, building exteriors and price signs (also known as MID displays). These elements are designed to blend seamlessly with existing BP brand designs and are flexible to accommodate the unique needs of small- and large-format sites.

“As a BP-branded marketer, we’re excited to host the new BP ‘to go’ image within our marketplace,” said Joe Aliperta, brands coordinator at Parent Petroleum. “The locations we’ve upgraded thus far have received very positive feedback from consumers. We’re thrilled that BP worked with its branded marketers to develop this fresh new look for our convenience stores.”

Three BP stations piloted the “to go” retail image in 2013 and the response from participating marketers has been positive. BP-branded marketers can place orders for the elements beginning today, May 15. To be eligible, sites must have passed their latest two Helios shops and are recommended to have at least 1,000 square feet of c-store retail space.