YPF launched its first stand alone FULL store in Argentina
The new concept of the brand hopes to attract clients thanks to the strength of its offer and to further advance its positioning by going one step beyond the fuel retail business.
YPF celebrated the opening of its first “Stand Alone” store concept to expand its services beyond its fuel retail network. The first YPF FULL outside a service station was inaugurated last week and is part of the company’s positioning strategy to develop its convenience line of business.
The brand is focusing on two categories for the retail sector: coffee and hamburgers. This means that the store is not only competing with other sub-brands of oil companies but with well established brands and franchises of the sector present all over the country as well. YPF continues to build upon its “#EstoEsFull” strategy to position FULL as a federal brand present at more than 720 locations throughout the country and invite customers to taste their offer.
"This is a project and a bet that we have been thinking about for a long time. It is the first time we will have a FULL outside the service station. The brand is at a point of strength and health to continue expanding the franchise and thus reach more customers throughout the country," said Maite de la Arena, Business Manager for Owned Networks and Stores, in dialogue with local news site Surtidores.
An official event was celebrated to commemorate the opening of the new FULL store where company representatives and the local press were present. Everyone present was able to have a taste of the experience the company is conveying with its stores and their brand of gourmet products.
"This opening is part of the positioning process we have been working on for some years. We are developing new models, but maintaining the essence of our brand and a fresh, flexible and friendly personality," added Gastón De Benedetto, Marketing Manager for YPF Stores.
YPF is still developing its services and proposals to attract younger customers to its FULL experience and offer. Recently, the company has launched its #FullSessions initiative alongside YPF Serviclub, a series of concerts held at different stores across the country where the audience can experience the products and comfort offered on site.
