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SAN ANTONIO -- Valero is introducing a new mystery shopping program throughout its wholesale network of branded stores. Under the program, called Commitment to Excellence, each of the company's Valero, Shamrock and Beacon branded locations will be evaluated three times a year using the same form and criteria, company officials announced today.
The Commitment to Excellence shopping program is designed to give the company's branded marketers an objective look at their stores from a consumer's perspective. As such, the evaluations will focus on areas open to consumers' access and awareness that can directly influence their overall impression of a location and the quality of their shopping experience.
Valero is partnering with Maritz Research, a leader in the mystery shopping field, and its nationwide network of auditors to evaluate the stores. Maritz will also maintain Valero's Commitment to Excellence website, which will give marketers access to reports ranging from individual site results to aggregate scores for all stores within their operation, as well as frequently asked questions and more.
Valero has approximately 5,800 retail and branded wholesale outlets in the United States, Canada and the Caribbean, operating under the Valero, Diamond Shamrock, Shamrock, Ultramar and Beacon brands.