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HOUSTON -- Shell Oil Products U.S. has converted more than 4,600 Texaco stations in more than 125 U.S. markets to the Shell brand. The familiar yellow and red seashell-shaped logo now towers over a network of more than 13,000 Shell stations stretching from coast to coast and serving nearly 70 million customers per year.
As a result of the nearly $500 million investment in this national rebranding initiative, the Texaco stations that Shell converted have seen an 8 percent increase in gasoline volume over non-converted stations. Additionally, Shell has transitioned more than 6.1 million Texaco credit card holders to the Shell brand by issuing new Shell-branded credit cards to them.
"In 2002, we set out to bring a new and revitalized Shell brand to motorists throughout the country. Now, thousands of construction hours and millions of credit-card conversions later, we've created a network of stations that provide high-quality Shell fuels to drivers from Maine to Hawaii and from Florida to Alaska," said Russell Caplan, vice president of retail at Shell. "As we continue to build the Shell brand in the United States, we are dedicated to supporting our station operators who, day in and day out, help to provide motorists with a convenient, consistent and quality customer experience each and every time they stop at a Shell station."
As part of the nationwide conversion process, Texaco stations were physically converted to a new Shell retail image, featuring a uniform approach to canopies, buildings and fuel pumps. Shell also has upgraded more than 4,700 Shell stations to the new image and converted approximately 700 other gasoline stations from competitive brands to Shell -- bringing the total number of converted sites to more than 10,000.
According to Caplan, the conversion process represents more than just a physical change. Shell also has changed the service station experience from the inside out by helping customers make the most of their time and money. As part of the conversion initiative, the company implemented a customer-focused program designed to provide customers with a consistent experience at every Shell station nationwide. Shell stations are measured against 10 standards of operation meant to provide a quality customer experience, including ensuring that stations are clean, attendants are professional, facilities are well-maintained and equipment is working properly.
The majority of Texaco stations to be converted to the Shell brand have already completed the process. Shell expects to convert an additional 800 Texaco stations by the end of June 2006.