‘In & Out’ CONCEPT
Indian Petroleum retailing industry is today poised to make giant
strides both in terms of new forecourt retailing opportunities and
superior customer offerings at the retail outlet. With the onset
of the post APM deregulated scenario, the spirit of competitiveness
amongst the petroleum companies augurs well for the consumer with
each of the companies adopting innovative ways to capture a larger
part of the consumers mind share.
With the emergence of organised retailing in the country and a growing
demand from consumers for a superior shopping experience, Convenience
Retailing has emerged as a key business area for petroleum companies
given their wide retail presence, existing customer base and strategically
located sites. Convenience need gaps have been felt in various fields
and research has shown that the urban consumer today seeks convenience
in shopping for their basic requirements so that their precious
time is reserved for more fruitful pursuits. Petrol retail outlets
provide the right framework for setting up convenience retail chains
where the consumer has the opportunity of combining shopping with
the fuelling occasion.
Petrol stations are widely recognised to be one of the highest traffic
aggregators and retail majors like hypermarkets such as Sainsbury,
Tesco and Carrefour have added motor fuels in their basket of services
for the convenience of their customers. Hence alongwith strategic
locations, the availability of footfall in the petrol retail outlets
gives petroleum retail companies the competitive advantage. Worldwide,
petrol station convenience stores have developed into a serious
business in itself with companies like Shell, Caltex, BP running
their convenience store chains very profitably. All of them have
deployed best retail practices in their stores and offer a wide
range of services including laundry, postal services, courier services,
fast food etc.
the importance of a greater understanding of consumers’ needs
and consistent with its core objective of continuously adding value
to it’s customers through innovative means, Bharat Petroleum
has launched its convenience retailing initiative under the “In&Out”
brand. Bharat Petroleum is the 2nd largest oil marketing company
in the country with over 6000 retail outlets spread across the length
and breadth of the country. The In&Out chain of convenience
stores is being set up in the urban markets at strategically located
retail outlet sites with high customer footfalls.
THE In&Out network
The “In & Out”
store at Bharat Petroleum petrol pumps, which was launched in 2001,
offers a convenience proposition where a number of typical household
errands are aggregated under one roof for the benefit of the customers.
Today there are more than 240 In&Out stores across India, which
bring in unmatched convenience at the petrol station. Strategic
alliances have been formed with major brand owners and retailers
in the country to further strengthen the convenience proposition.
Did you know?
- In&Out stores have a wide range of
services viz., ATMs of leading Banks, Music stores from Planet
M and Music World, Beverages from Pepsi, Coffee and snacks from
Cafe Coffee Day and Coffee Day Xpress and a variety of impulse
buys including confectionery, snacks, convenience foods, toiletries
and select range of branded groceries and other FMCG products
through exclusive tie-ups with such FMCG majors like ITC, Cadbury
- In&Out stores are the first to open
and last to shut in the neighbourhood
- Customers can use their PetroCard for
In&Out shopping and earn valuable “Petromiles”.
- In & Out stores are the largest organized
convenience store retailing chain in the country with a standardised
layout across the country, with a high level of aesthetics and
an ambience aimed at deriving maximum value for our alliance partners
and offering consumers a revolutionary solution for attending
to their daily chores.
- The In&Out stores offer Western Union
Money Transfer facilities in Mumbai – Money available all
the time from your near and dear ones abroad at our store
- In&Out stores offer all cellphone
– recharge cards, and today with the launch of e-charge
we are the first in the country to offer electronic charging of
e-cards – now you can never lose your prepaid card re-charge
- Have Pepsi at In&Out – anytime;
if you want something more indulge in Coffee & Snacks from
CAFE COFFEE DAY at select In & Out stores.
- If you want the latest music –
come to the “Satellites” from Planet M and to “Unplugged”
from Music World, next to your home and get top quality music
cassettes and CDs.
- Pick the latest issue of India Today,
Outlook and any other magazine at the store today
you have come to our store in the last few weeks, you would have
noticed some pioneering initiatives to attract fuel customers and
non fuel customers at our store.
- BPCL is the first to pioneer the
concept of “Hood talkers” in India in a few select
stores in Hyderabad, Mumbai, Delhi, Jaipur, Kolkata, Bhubaneswar,
Chennai, Bangalore, Coimbatore, Ernakulam and Baroda – a
concept widely implemented by global oil majors.
- For the convenience of our fueling customers
who have very little time, we have mobile trolleys at the fuel
outlet which will bring convenience to your car
- We have implemented In-store branding
across large part of our network to help you locate what you want
- All purchases are through computerized
billing through India’s largest retail information network
to help us get the products you want
- Watch out for regular promotions that
are going to be run across your city network in the next two weeks!
The offers are always a steal and our alliance partners too regularly
chip in with exclusive promotions to make the shopping experience
truly convenient and exciting!
OUR NEW ALLIANCES
Over the past two years, one of the key learnings has been the high
level of customer acceptance of the cellphone offering in our In
& Out stores. Consistent customer feedback has indicated the
high level of convenience perception in having made cellphone recharge
cards available at the In & Out stores. With the cellular market
showing manifold growth, cellphones have become a way of life and
our endeavour has been to make recharge cards easily available for
our customers. With our stores operating 7 days a week through extended
working hours, we believe that we would be in a position to maximize
convenience in this category.
E-Charge is a complete system and service provider offering “electronic
delivery system” for the prepaid product industry through
electronic terminals. This innovative system vertically integrates
the distribution value chain by linking mobile operators with the
retail channel. This service is synergistic with BPCL’s overall
strategic objective of leveraging technology for optimizing customer
offerings and by introducing the E-Charge service through the In
& Out stores, the customer would have the convenience of purchasing
recharge cards of the cellular company and denomination of his choice
at any point of time. The service optimizes customer convenience,
ensures complete security of the prepaid PINs and is highly scalable.
The technology can also be leveraged to introduce other products
like movie tickets, sporting tickets etc and services like Bill
We would also be working closely with E-Charge and with the mobile
operators to come out with innovative consumer offers and marketing
activities to create maximum value for our customers. We are happy
to launch this service through our stores in Mumbai, Delhi and Hyderabad.