In a highly competitive and regulated sector, where every decision is made in seconds, the point of sale is a decisive moment of contact with the brand.
bp operates an extensive network of service stations in Portugal, integrating convenience areas that play a strategic role in both the customer experience and the brand’s commercial performance.
As bp’s partner for point-of-sale communication, Shift ensures that every message from leaflet to outdoor strictly follows brand guidelines, complies with the specific rules of each location, and responds to clear business and positioning objectives, at scale and within a demanding production rhythm.
Communication at service stations presents very specific challenges:
For this reason, our challenge is always to ensure consistent and effective communication, without compromising bp’s brand integrity or the customer experience.
Over the years, Shift has worked to adapt commercial messages to multiple formats and physical contexts, ensuring clarity and legibility while responding to the brand’s concrete commercial objectives.
Shift approaches bp’s point-of-sale communication with a deep, practical understanding of both the brand and the on-site reality.
We act as guardians of the rules, fully aware of the limitations and real-world dynamics of each service station. This long-term work translates into the continuous creation of communication assets from toppers to catalogues, flyers and MUPIs always tailored to each space, format and objective.
bp’s commercial needs are translated into clear, direct and easy-to-read messages, applied in full respect of brand guidelines and ensuring a consistent presence across the entire network. More than producing materials, this is about making communication work for the business, precisely where choices are made.
The communication developed by Shift for bp convenience strengthens the brand’s point-of-sale presence in a clear and recognisable way, supporting concrete commercial objectives without ever losing coherence.
Across the network, the brand experience remains consistent, regardless of format, space or context, making it easier for consumers to read, understand and decide. On the ground, tested and refined solutions reduce operational friction and enable fast execution, without compromising quality, rigour or alignment with brand values.
The result is functional and effective communication, designed to meet the demands of everyday operations while supporting bp’s strategic positioning. Because at the point of sale, every detail matters and when everything is aligned, the brand is the one that wins.
