New forecourt design will be rolled out across network
AFTER a successful pilot in 12 service stations, Jet has announced that it will roll out its new forecourt design across its network.
The updated design includes a fabricated LED-lit logo, a soft-angled canopy with dual-colour LED illumination, an LED-lit four-price pole sign and updated signage.
Oliver Müller, JET’s retail business manager, said: “The forecourt retailing market is constantly evolving and JET is fully committed to responding to changes in consumer expectations and retail trends.
“Over the past 12 months, we’ve been working on an initiative to refresh our forecourt branding, make our sites more distinctive, support our dealers in their businesses and enhance our forecourt experience in order to reconnect with consumers.
“We’ve built on the strength of JET’s heritage, expertise and personality to come up with a new forecourt image that we are delighted to say has been welcomed with open arms by our dealers and their customers.
“We’re delighted with the dealer and consumer feedback we’ve gathered so far.
“We’ve completed extensive consumer research at our pilot sites and have obtained feedback from our dealers, all of which has been overwhelmingly positive.
“91% of consumers questioned agreed that the changes to the forecourt image improved the petrol station.
“We will continue to engage with both these audiences over the coming months and years as their ideas and input will help to shape any further improvements we introduce.”
The new look was designed using an extensive research process including consumer and dealer research, input from JET’s Continental Business Unit (CBU) and best practice from its parent firm Phillips 66.
One of the sites that took part in the pilot was JET Cothouse Service Station near Dunoon. Scott Murray, who runs the site with his father and brother said: “We really like the new image and logo.
“The modern pole sign design is definitely an improvement and having all the prices displayed is great for pricing clarity to customers.
“We’ll certainly see the benefits of the new LED lights when the winter nights draw in.
“The canopy sets us apart from competition with its angled edges, and the combination of up lighting LED and the LED strips looks fantastic.”
