Marking a major shift in its retail strategy, bp has launched its first dedicated EV charging and convenience hub at Cromwell Road on the A4 in Hammersmith, London.
As announced by bp today (20), the site has been completely transformed, with fuel removed and five ultra-fast BP Pulse 300kW chargers installed, each capable of charging two vehicles simultaneously under newly designed canopies.
Inside, a redesigned convenience store features an upgraded Wild Bean Café and an expanded M&S Food range, tailored to meet the needs of EV drivers and customers on the go.
This combined food, drink and convenience offer reflects the increase in drivers’ expectations of services they want to access while their car is charging.
The instore and outside design, with its contemporary new look, enhances the customer experience by optimising the layout with an open and inviting environment and product offerings, targeting customers who want food-for-now, states bp.
Richard Bartlett, SVP for bp pulse and mobility & convenience, Europe at bp, said, “The launch of our Cromwell Road EV convenience hub is a significant milestone in how we are evolving to meet the needs of a new generation of EV drivers in the capital and beyond.
“This new format site is not just about providing fast, reliable charging where drivers need it but also delivering an outstanding retail experience, in a strategic location connecting central London with Heathrow and the west of England.
“Whether you’re looking for EV charging, traditional fuel, or just a great place to rest and recharge, bp is ready to become first choice for customers on the roadside.”
This all-electric charging hub at bp Cromwell Road is part of the company’s broader strategy to evolve its mobility and convenience network across the UK meeting customers’ needs wherever they are on the energy transition.
More than 50 per cent of bp’s customers in the UK visit its retail sites purely to shop.
As bp delivers the next stage of its convenience retail offer, it will test, adapt and learn from live sites and customer feedback to ensure it is continuing to give customers what they want, when and where they want it.
The opening of Cromwell Road adds the fifth charging hub to bp pulse’s west London charging corridor along the A4 to Heathrow. bp pulse's existing network now includes almost 3,500 rapid and ultra-fast charge points, including at over 225 bp retail sites.
bp has been transforming food on the forecourt to meet evolving customer needs. Last year, it brought in Hannah Munns as UK convenience trading director.
With over two decades of experience with retailers such as M&S, Sainsburys, Morrisons and ASDA, Munns came with an extensive knowledge and a passion for food to bp’s UK retail business.
