This article is brought to you by Phillips 66.

Convenience retailers have a choice when it comes to their fueling operations: work with a branded or unbranded fuel provider to supply product to their stores.

Research by Phillips 66, a branded fuel provider that includes the Phillips 66®, Conoco® and 76® brands, took a closer look at what matters most to retailers when it comes to their day-to-day operations and fuel business. “Perceived brand strength” ranked as the second most influential factor for retailers when choosing a fuel provider, behind price, with 88% of customers and prospects saying it was influential in their choice of fuel supplier.

“Because customers have so many options for where to buy fuel, retailers need to stand out among the competition. Selecting a branded fuel provider can help move this needle—it provides sites with a brand name and reputation that’s familiar to consumers, encouraging them to visit the store,” said Ryan Ebright, manager, branded sales at Phillips 66.

“The core pillars of what Phillips 66 offers under its brands—iconic brand strength and imaging packages, reliable fuel supply and exceptional customer support—help create quality consumer experience, increase traffic to sites by drawing in more customers and support retailers’ broader business goals,” he said.

Operators must have a reliable fuel supply to serve their customers, which ranked as their third most influential factor in the study. “It goes without saying that retailers can’t be successful if they don’t have available fuel, have disruptions in their supply chain or have downtime at sites, which can be costly,” said Ebright.

Phillips 66 has an integrated supply network that keeps sites full and pumps operational, ensuring that retailers can always accept customers—and payments, he added.

And in a dynamic, fast-paced business, working with a branded fuel provider brings confidence to the table. The ease of doing business ranked fourth most important for retailers when choosing a fuel provider. In addition to reliable fuel supply, Phillips 66 also provides marketing support, a 24/7 help desk hotline and customer support that helps retailers solve problems quickly, site performance data and assistance with site rebranding.

“Not every fuel provider does that—some might offer customer support, but Phillips 66’s full package keys in on everyday business operations to not only make each day better, but grow their business for the long term,” said Ebright.

“The reason why I love operating a 76® site [a Phillips 66 brand] is because I feel that I'm part of the brand … whenever I have an issue or a problem, I know I can go to them, share my problems and they will help me find solutions the best they possibly can. … And that makes you feel like you're part of something bigger than your one store,” said Robert Robinson, a retail site owner that works with Phillips 66.

Learn more about site branding opportunities with Phillips 66®, Conoco® or 76®.

This is part one in a series on Phillips 66. Look out for part two, which will explore how branded fuel providers can make operations easier, on Thursday.