The sites, which used best practice from Phillips 66 in the United States to help shape the new forecourt image, incorporate an array of forecourt design improvements to create a safe, friendly and welcoming environment for customers – and to help JET dealers widen their sites’ appeal and attract forecourt footfall. These include a fabricated LED-lit logo, a soft-angled canopy with dual-colour LED illumination, an LED-lit four-price pole sign and updated signage.
“The forecourt retailing market is constantly evolving and JET is fully committed to responding to changes in consumer expectations and retail trends,” commented Oliver Müller, JET’s retail business manager.
“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.”
One of the sites that took part in the pilot was JET Cothouse service station near Dunoon in Scotland.
“We really like the new image and logo,” said Scott Murray who runs the site with his father, Alistair, and brother, John.
“Our customers really like the new design. A refresh is always welcomed by staff and customers as it helps to give a sense of pride in our store. Customers like their local site to look the part!”
Oliver concludes: “Our new image, along with our recently rebranded JET ULTRA Premium Fuels offering, is key to JET’s long-term retail strategy and our overarching goal of delivering a great forecourt experience for every JET consumer – every time they visit one of our forecourts. The success of this initiative to date demonstrates that we are making great strides in enhancing consumer perception of JET as a distinctive, modern, welcoming, friendly forecourt brand. Furthermore, we are confident that the changes we are implementing are helping to support our dealers in today’s increasingly competitive marketplace.”
With its new image now finalised, JET will begin rolling it out across the network, with a number of sites due to be reimaged before the end of the year.