Improving customer service & saving costs for European motorway service stations

BP Bathrooms

The Challenge

When BP looked at upgrading the bathroom facilities of its European motorway service stations, customer service, customer loyalty and maintenance costs were high on the agenda.

Market research had shown bathroom facilities are the second most important reason for customers choosing to use a particular motorway service station. Yet, as the one area that CCTV cannot be used to deter vandalism, the bathrooms represent a significant cost to operators wanting to maintain standards.

The Solution

An initial pilot across 8 locations was used to prove the approach of using printed, self-adhesive graphics. Market research demonstrated the success of the trial and GLIMMA was given the go-ahead to implement the rollout. 

The Benefits

Customer surveys across the eight trial sites clearly demonstrated the benefits of the programme with 62% saying they would use BP service stations more often. The potential revenue growth from such an increase in
footfall would clearly be significant.

Similar programmes in other sectors have also seen major cost savings through the reduction and in some cases elimination of vandalism. Early indications are that BP will benefit from similar cost savings.

With an eye on their green credentials, BP has also taken the opportunity to use the graphics to communicate their efforts to reduce the company's carbon footprint.