Shell Successfully Converts More Than 4,600 Texaco Stations as Part of Nationwide Re-Branding Initiative
July 02 2004 - 2:12PM
PR Newswire (US)
Shell Successfully Converts More Than 4,600 Texaco Stations as Part
of Nationwide Re-Branding Initiative Volume at Converted Service
Stations Increases 8 Percent Following Conversion to the Shell
Brand HOUSTON, July 2 /PRNewswire/ -- After taking on the largest
retail re- branding initiative in American business history more
than two years ago, Shell Oil Products US today announced it has
successfully converted more than 4,600 Texaco stations in more than
125 U.S. markets to the Shell brand. The well-recognized yellow and
red seashell-shaped logo now towers over a network of more than
13,000 Shell stations stretching from coast to coast and serving
nearly 70 million customers per year. (Photo:
http://www.newscom.com/cgi-bin/prnh/19990716/SHELL ) As a result of
the nearly $500 million investment in this national re- branding
initiative, Texaco stations that Shell converted have seen an 8
percent increase in gasoline volume over non-converted stations. In
addition, Shell has successfully transitioned more than 6.1 million
Texaco credit card holders to the Shell brand by issuing new Shell
branded credit cards to them. Today, Shell is the No. 1 selling
brand of gasoline in the United States with more market share and
volume than any other brand in the country. "In 2002, we set out to
bring a new and revitalized Shell brand to motorists throughout the
country. Now, thousands of construction hours and millions of
credit card conversions later, we've created a network of stations
that provide high-quality Shell fuels to drivers from Maine to
Hawaii and from Florida to Alaska," said Russell Caplan, vice
president of retail for Shell Oil Products US. "As we continue to
build the Shell brand in the United States, we are dedicated to
supporting our station operators who, day in and day out, help to
provide motorists with a convenient, consistent and quality
customer experience each and every time they stop at a Shell
station." As part of the nationwide conversion process, Texaco
stations were physically converted to a new Shell retail image,
featuring a uniform approach to canopies, buildings and fuel pumps.
The newly converted Shell stations are designed to make the
customer experience more inviting by providing a bright, clean and
comfortable environment, while also representing one of the most
modern and technologically advanced facilities of their kind in a
market. Shell has also upgraded more than 4,700 Shell stations to
the new image and converted approximately 700 other gasoline
stations from competitive brands to Shell -- bringing the total
number of converted sites to more than 10,000. According to Caplan,
the conversion process represents more than just a physical change.
Shell also has changed the service station experience from the
inside out by helping customers make the most of their time and
money. As part of the conversion initiative, the company
implemented a customer-focused program designed to provide
customers with a consistent experience at every Shell station
nationwide, whether they stop at a Shell station in New York City
or Fresno, Calif. As part of the program, Shell stations are
measured against 10 standards of operation meant to provide a
quality customer experience, including ensuring that stations are
clean, attendants are professional, facilities are well-maintained
and equipment is working properly. During the conversion process,
Shell also focused on its promise to provide motorists with
high-quality gasolines by introducing a series of new quality
fuels. In 2002, the company launched a "quality fuels" campaign
that promoted Shell gasoline designed to protect engines from
deposit build-up. Last year, Shell introduced new gasolines
designed to enhance fuel efficiency. And just this week, Shell
introduced Shell V-Power(R) -- the most advanced Shell fuel ever
developed. Shell V-Power actively cleans a vehicle's engine,
removing deposits from critical engine parts -- specifically intake
valves and fuel injectors -- as customers drive their cars. Shell
also has maintained its focus on delivering added value throughout
the conversion process by launching the Shell MasterCard(R) from
Citi(R) Cards, featuring one of the best rebate programs in the
retail gasoline industry. Cardholders earn Shell gasoline rebates
on every purchase they make with the card -- a 5 percent rebate on
Shell gasoline and a 1 percent on purchases everywhere MasterCard
is accepted. "The success of the conversion process wouldn't have
been possible without the support of Shell and Texaco operators who
have embraced the Shell brand and worked month after month to help
make Shell the preferred brand for consumers nationwide," said
Caplan. "And with this week's launch of Shell V- Power, we continue
to focus on providing customers with high-quality fuels and
lubricants at Shell stations throughout the country." Shell Oil
Products US and Motiva Enterprises LLC initiated the conversion of
Texaco stations following Chevron's merger with Texaco. The
acquisition of Texaco's refining and marketing interests came as
part of an agreement to allow the Chevron merger with Texaco to
proceed. Beginning July 1, 2004, Shell Oil Products US and Motiva,
the companies that market the Shell brand in the United States,
will share the non-exclusive license to use the Texaco brand with
ChevronTexaco. ChevronTexaco will have exclusive rights to the
Texaco brand in July 2006. During the transition process, customers
will continue to be able to use Shell consumer credit cards at
Shell stations as well as at Texaco stations supplied by Shell.
Beginning July 1, Texaco stations supplied by ChevronTexaco will no
longer accept Shell proprietary credit cards. The transition will
be communicated to Shell customers and credit card holders through
a direct-mail campaign that explains the changes taking place. At
the station level, point-of-purchase signage will inform customers
whether Shell proprietary credit cards are accepted at a particular
Texaco-branded station. The majority of Texaco stations to be
converted to the Shell brand have already completed the conversion
process, however, Shell expects to convert an additional 800 Texaco
stations by the end of June 2006. Shell Oil Products US, a
subsidiary of Shell Oil Company, is a leader in the refining,
transportation and marketing of fuels, and has a network of nearly
7,200 branded gasoline stations in the Western United States. Shell
Oil Company is a 50 percent owner of Motiva Enterprises LLC, along
with Saudi Refining, Inc., which refines and markets branded
products through 11,000 stations in the Eastern and Southern United
States. Shell Oil Company is an affiliate of the Royal Dutch/Shell
Group of Companies (NYSE:RDNYSE:SC). For more information, please
visit http://www.shell.com/ .
http://www.newscom.com/cgi-bin/prnh/19990716/SHELL DATASOURCE:
Shell Oil Products US CONTACT: Brooke Barrett of Fleishman-Hillard,
+1-214-665-1304, for Shell Oil Products US; or Anne Peebles of
Shell Oil Products US, +1-713-241-1584 or +1-281-874-8290 Web site:
http://www.shell.com/
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