HPCL bets on branded toilets to fuel sales
Branding is everywhere and now even toilets have been branded. HPCL has started branded toilets at select, high-selling outlets on high-density tourist routes.
By Omkar Sapre, TNN |
PUNE: Branding is everywhere and now even toilets have been branded. Hindustan Petroleum Corporation Ltd (HPCL) has started branded toilets at select, high-selling outlets on high-density tourist routes. The toilets, called Fleurs, are now a part of the standard layout at HPCL’s premium fuel station formats, Junction and Model, S P Chaudhry, executive director, retail, HPCL, said.
Mr Chaudhry said, “We undertook a nationwide survey two years back to upgrade our business strategy. Our officers talked to customers across the country from various segments for feedback on their needs. A large number of highway travellers rated toilets as the most pressing need when on the road.
It is not such an acute problem for men, since they can relieve themselves by the roadside, but women face a lot of hardship with no toilet in sight for miles. So, we identified toilets as the most critical need, something no one has attempted in an organised manner.”
HPCL will invest Rs 10-12 lakh per toilet and allow free use for everyone. Mr Chaudhry said, “We have constructed 60 Fleurs so far and 250 more will be rolled out this year. Customers are allowed to use them for free, irrespective of whether they fill fuel or not.
Fleurs will mainly attract customers to our outlets, and in turn will add to our fuel and non-fuel business. They have been received well so far.” HPCL expects to close its non-fuel business with net income of Rs 25 crore this fiscal and expects it to increase to Rs 100 crore over the next two years. The toilets are expected to boost footfall.
Mr Chaudhry said that HPCL will promote the Fleurs brand, not as clean and hygienic, but as a refreshing toilet. “Clean and hygienic are cliched words and they do not mean much to the customer. So, we are positioning the toilets as good smelling and refreshing. We have named them as Fleurs, French for flowers.
This positioning is based on our findings that toilets are not perceived to be hygienic and clean unless they smell good. Moreover, we have constructed the toilets in the foreground, which otherwise are located at the rear in any establishment.
We have put a strict housekeeping and maintenance process in place for the toilet infrastructure, which is handled by a professional agency.
Mr Chaudhry said, “We undertook a nationwide survey two years back to upgrade our business strategy. Our officers talked to customers across the country from various segments for feedback on their needs. A large number of highway travellers rated toilets as the most pressing need when on the road.
It is not such an acute problem for men, since they can relieve themselves by the roadside, but women face a lot of hardship with no toilet in sight for miles. So, we identified toilets as the most critical need, something no one has attempted in an organised manner.”
HPCL will invest Rs 10-12 lakh per toilet and allow free use for everyone. Mr Chaudhry said, “We have constructed 60 Fleurs so far and 250 more will be rolled out this year. Customers are allowed to use them for free, irrespective of whether they fill fuel or not.
Fleurs will mainly attract customers to our outlets, and in turn will add to our fuel and non-fuel business. They have been received well so far.” HPCL expects to close its non-fuel business with net income of Rs 25 crore this fiscal and expects it to increase to Rs 100 crore over the next two years. The toilets are expected to boost footfall.
Mr Chaudhry said that HPCL will promote the Fleurs brand, not as clean and hygienic, but as a refreshing toilet. “Clean and hygienic are cliched words and they do not mean much to the customer. So, we are positioning the toilets as good smelling and refreshing. We have named them as Fleurs, French for flowers.
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This positioning is based on our findings that toilets are not perceived to be hygienic and clean unless they smell good. Moreover, we have constructed the toilets in the foreground, which otherwise are located at the rear in any establishment.
We have put a strict housekeeping and maintenance process in place for the toilet infrastructure, which is handled by a professional agency.
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