Shell Oil Products has begun its planned conversion of Texaco-branded service stations nationwide to the Shell brand, signaling the start of the largest retail re-branding initiative in American business history. The market-by-market conversion kicked off in Oklahoma City, when crews began the image conversion process at a service station located at 21 NW 63rd Street. (You might have seen it.)
Shell anticipates completion of the entire conversion in all markets by June 2004 at a total cost of approximately $500 million. A comprehensive marketing campaign will communicate the changes to consumers in each market, including different forms of advertising, direct marketing, and promotions. Shell says the network that today contains approximately 22,000 Shell and Texaco stations will offer motorists a new customer-focused experience designed to deliver convenience and value, not to mention gasoline.
Shell intends to convert Texaco service stations in geographic markets across the country on a market-by-market basis. During the conversion process, each station will remain open to serve customers. As part of the conversion program, Texaco credit card holders will receive new Shell proprietary credit cards along with an incentive to use the new cards. Customers who qualify also may apply for a Shell MasterCard, which features a five percent rebate on Shell quality fuel purchases and carries an attractive Shell logo.
"The re-branding of these service stations represents much more than a physical change," Russell Caplan, vice president of retail for Shell Oil Products, explained. "We're changing the entire service station experience from the inside out, and we're confident that customers will be delighted when they experience the 'new' Shell."
Each station undergoing the conversion process will reflect Shell's new retail visual identity, featuring the company's signature bright yellow and red colors. With a uniform approach to canopies, buildings, fuel pumps, and landscaping, Shell service stations are designed to provide a bright, clean and comfortable environment for customers, while also representing the most modern and technologically advanced facilities of their kind in a market. Not to mention, clean rest rooms.