The 2025 Excellence in Action Guidebook is now available, providing essential guidelines for retailers to help enhance site-level performance. Additionally, the Q1 2025 Dark Audit survey has commenced, focusing on lighting-related assessments. Please note that shopping has been paused in Los Angeles County through the end of January.
2025 Excellence in Action Guidebook
The 2025 Excellence in Action Guidebook provides a comprehensive guide for the Quarterly Site Assessment Program. This guidebook is designed to help retailers meet the demands of today’s consumers by driving positive and consistent consumer experiences through enhanced performance in key areas.
The Excellence in Action (EIA) program focuses on several critical aspects of site operations, including pump transactions, restroom experience, customer service, interior and exterior experience, forecourt, fuel dispenser, and point-of-purchase. Each section of the guidebook provides detailed criteria and scoring guidelines to ensure that sites maintain high standards of cleanliness, functionality, and overall presentation.
Key highlights of the Guidebook include:
- Introduction and Overview of the EIA Program: Learn about the EIA program, with an emphasis on its goal to support retailers in delivering fast, friendly operations and safe, clean assets. We review the benefits of the program, such as direct consumer feedback, quarterly mystery shop scores, and corrective resources to help improve consumer perceptions.
- Site Assessment Form: We detail the 29 points-based questions used to evaluate site performance, covering areas such as dispenser display screen functionality, restroom cleanliness, cashier interaction, and overall site presentation. Each question is assigned a potential score, contributing to a total perfect score of 100%.
- Scoring and Results: Learn how sites can view their assessment results via the Ipsos website and the process for submitting cures and appeals to earn back missed points. We also highlight the importance of achieving a passing score of 85% or higher to avoid fines.
- Dark Audit: In addition to the quarterly assessments, we introduce the Dark Audit, which focuses on lighting-related questions and is conducted overnight during the first quarter. Sites must pass the Dark Audit to pass the second quarter EIA Shop.
- Detailed Criteria: Each section of the guidebook provides specific criteria for compliance, including cleanliness standards for dispensers, restrooms, and exterior areas, as well as guidelines for cashier uniforms, promotional signage, and fuel dispenser functionality.
The 2025 Excellence in Action Guidebook is an essential tool for retailers aiming to enhance their site-level performance and provide a consistently positive consumer experience. By adhering to the guidelines and criteria outlined in the guidebook, retailers can ensure they meet the high standards expected by today’s consumers and drive sales through improved customer satisfaction.
Q1 2025 Dark Audits
The Q1 2025 Dark Audits have begun! Once the audit concludes, you will have 60 days to cure. Please note, sites must pass the Dark Audit to pass the second quarter EIA shop. To prepare for the audit, please reference our Discover the Dark Audit article with video.
Los Angeles County Update
Due to the Los Angeles fires, we have paused site assessments at all sites impacted in Los Angeles County through the end of January.
