Bharat Petroleum Corporation Ltd (BPCL) has chalked out a novel strategy to meet the challenges likely to emerge after the dismantling of the administered pricing mechanism in the oil sector.
Instead of increasing the number of retail outlets, BPCL may close down the "unviable' petrol pumps and make others more customer-friendly.
"All the unviable outlets that have come up across the country, will be closed down and henceforth we will concentrate on improving services at the remaining outlets. The idea is to adopt customer-centric strategies while ensuring that all the operating retail outlets guarantee a 15 per cent return on investment," Rajiv K Chaturvedi, executive director (retail), told Business Standard today.
In order to ensure that the customer gets the right quality and quantity of fuel at its outlets, BPCL has launched an `enhanced fuel proposition' programme. The retail outlets certified under this programme display the `pure for sure' sign. Prior to certification, the retail outlets are subjected to stringent certification process tests to ensure that all parameters of the programme are complied with.
"To build a direct relationship with retail customers, BPCL had introduced the PetroBonus programme last year. With more than 3,50,000 PetroCard members, PetroBonus is the largest customer loyalty programme in India," Chaturvedi said.
To cater to the needs of truck fleet owners and truck drivers, BPCL has planned a highway strategy. A chain of outlets with special facilities to cater to the highway segment is being set up on highways along the Golden Quadrangle.
These outlets, which will also carry the `pure for sure' guarantee, will offer fleet owners added facilities like vehicle tracking, communication services, centralised payment systems and emergency assistance.
