CHALLENGE

To become the global convenience store leader, the newly merged Exxon® and Mobil® needed a powerful, best-in-class store brand to achieve the goal. Having previously developed successful C-store brands for both companies, Miller Zell was chosen to become part of the Global Retail Brand Strategy Team.

THE RESULT

Miller Zell leveraged the best aspects of former Exxon and Mobil store formats to create a destination that promised fresh offerings, a bright palette and an engaging flow. The design introduced new centralized check out stations, high density impulse buy merchandising, a complete coffee station and a new cafe feature with day-part menu customization.

The incremental traffic that was generated from this strategic design, increased the average number of weekly trips for many customers and dramatically improved overall store sales.