Castrol Launches New Lube Program

BP Lubricants USA Inc. launched a new program at the AOCA Convention that the company believes will revolutionize the fast lube industry. The new program is designed to accelerate operator growth by leveraging the power of the Castrol brand. Castrol Premium Lube Express has been built from extensive research and proven marketing strategies to provide a best-in-class fast lube customer experience. The program is designed to help busy operators grow their business by increasing car counts, ticket average and customer satisfaction.

“Only 8% of quick lube customers believe they receive a superior customer experience so there is an unmet need in the marketplace for premium, customer service driven quick lubes. This void will be filled by Castrol Premium Lube Express,” said Dan Kaus, Castrol Premium Lube Express Manager for BP Lubricants. “Quick Lube customers have told us what they’re looking for in their quick lube experience and we’ve built those insights into this program. Plus, the program’s features work together to achieve the goal of business growth for the quick lube operator.”

Kaus said that the company believes that Castrol Premium Lube Express will allow fast lube operators to capitalize on a national brand, with a strong customer loyalty. Proprietary Castrol research indicates that 91% of consumers will try a Castrol-branded quick lube. Further, 69% would consider it as a replacement for their current quick lube outlet. Research has shown that Castrol consumers use the highest mix of premium and super premium products among the competitive set. Kaus says this means that Castrol Premium Lube Express operators are likely to increase their ticket averages by attracting these customers.

The Castrol Premium Lube Express program has several core components that encourage business growth, in addition to several customized options that can be added, based on the needs of a particular quick lube. The essence of the program begins with the Castrol Premium Lube Express branded imaging package because the #1 way consumers first learn about a quick lube is from passing by the facility. This package includes an exclusive mix of building signage, point-of-sale items and merchandising tools necessary to brand the business.

Training is critical to customer satisfaction and loyalty. The Castrol Premium Lube Express training program is customized to a quick lube operator’s needs and has components that are on-site, off-site, and online. To further ensure customer loyalty, Castrol has also built a mystery shopper program so operators can see their business through the eyes of their customers. A customized management software program is also available to help operators make important decisions quickly with easy access to all of their business data via one integrated system.

Quick lube operators can choose from a host of other programs, which complete the Castrol Premium Lube Express offer. These programs include:
▪ Consumer warranty/roadside assistance
▪ Business intelligence market studies, detailing local demographic information
▪ Advertising assistance
▪ MediaBuilder advertising tool to create customized print pieces from a secure web site
▪ Payment program (including credit, debit, fleet and gift card acceptance)
▪ Service parts discounts
▪ Uniform, safety and supplies program
▪ Nitrogen tire loyalty program
▪ Product technical support via phone and Internet

Kaus says the company is confident that the new Castrol lube program will help fast lube operators grow their businesses. For more information on the program, contact Castrol at 1-888-CASTROL or visit the web site at www.CastrolPremiumLube.com/partners.

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