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BPCL ties up with Quicky's, Pepsi, Kwality Walls

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BPCL ties up with Quicky's, Pepsi, Kwality Walls

The alliances are part of the company's bid to implement the McKinsey-drawn retail strategy. The strategy aims at converting its fuel stations into customer service centres which bring various services to customers' neighbourhood by the time the oil sector gets deregulated.

Most facilities are already available at about 35 locations in three cities. Over the next six months, another 100 outlets will be covered. By 2002, BPCL plan to extend the facilities to all the strategically located outlets, if not to the entire 4,500 outlets. BPCL expect a revenue growth of 30-40 per cent from the outlets.

The oil company has also tied up with Victoria Entertainment for vending tickets, DHL for logistics, Kotak Securities for financial services, Kodak Express for photofilms and Tata Internet Services for providing Internet access to the Apple I-Mac-equipped cyber cafes at its retail outlets, which are soon to be launched under the brand name "In & Out".

Besides, BPCL has forged alliances with six banks -- StanChart-Grindlays, ICICI, UTI, Global Trust, HSBC and Centurion -- for ATM services, three cellular operators -- Orange (Mumbai), Skycell (Chennai), and Essar (Delhi) -- for bill payments, and two music companies -- Sony and Saregama -- for sale of cassettes.

The company's financial gain through the tie-ups will constitute the fee charged to the alliance partners, and additional income generated from increase in both fuel and non-fuel sales.

BPCL is promoting its Petrocard by offering customers an incentive to shop and avail services at its petrol pumps. Customers shopping at these outlets will be rewarded free petro points, which can then be redeemed for free purchase of fuel.


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