Phillips 66, which owns leading gas station brands Phillips 66, 76 and Conoco, has officially launched Brand Image Central (BIC).
The program enables customers to shop for all image-related branding products through an easy-to-use Web portal. Leveraging state-of-the-art technology, Phillips 66 is providing customers with readily accessible tools, materials and information to save time and money during a Phillips 66 brand site conversion or rebrand.
“At Phillips 66, we’re constantly looking to improve the customer experience and provide resources that support business growth. With Brand Image Central, we’ve eliminated the need to coordinate site branding and rebranding through multiple vendors,” said Mike Krampf, manager, brand value at Phillips 66. “This expedites the conversion process while adding value to our customers—free of charge.”
Within the BIC portal, users have access to a variety of helpful assets, including:
E-Catalog—Customers can virtually shop for branded materials to outfit a Phillips 66, Conoco or 76 site. Materials include products for the building, canopies, car washes, dispensers, main IDs (MIDs), directional signs, decals and other branded products.
Conversion Module—This easy-to-read dashboard tracks a project from the starting contract date through the project completion. Users can view real-time status updates and alerts if a project falls behind schedule.
Main ID Panel Builder—The interactive tool helps customers create an estimate and, ultimately, order MID signs including sign faces, price panels and ancillary product panels.
Site Asset Management System (SAM)—Customers can easily reference this system, which captures every site’s critical site level data when shopping for specific products and services. This data ranges from the number of Point of Sale (POS) units, number of fuel dispensers and types of fuel offered, to other ancillary services, such as car washes and ATM machines. This data is matched up to consumer service Websites to direct consumers to Phillips 66, Conoco and 76 branded locations.
“With Brand Image Central, customers can more efficiently order image materials from one user-friendly site. In addition, they’ll have a dedicated support team available by phone to help manage the site conversion process and also support their ongoing image-related needs,” explained Robert Mead, partner, Big Red Rooster Flow, the experienced retail-imaging firm that powers this service.
To further improve efficiencies, each account is assigned a Brand Image Specialist who directs the Marketer or Reseller throughout the branding process. The designated Main ID Specialist also guides that customer through the complexities associated with purchasing a proper MID sign.
“This Brand Image Central website is great,” shared recent customer Neal McCarty, business development and branded liaison, Kendrick Oil Co. Inc. “Because we have so many relationships with different suppliers, it’s difficult to remember where to monitor a project or order materials like decals and trash cans. Whoever designed this Website did a great job.”