Your POP materials are more than signage. They are one of the most visible ways consumers interact with our brands at the station. From highlighting promotions and loyalty benefits to supporting broader marketing campaigns, POP helps turn consumer attention into action. Proper execution ensures these materials deliver the greatest impact for both your site and our brands.
Bring Our Brands to Life at the Pump
Point-of-purchase (POP) materials play an important role in shaping the consumer experience at the pump. While consumers are fueling, POP provides a valuable opportunity to reinforce key brand messages, promote loyalty benefits, highlight mobile payment options, feature sponsorships and showcase other reasons to choose Phillips 66®, Conoco® or 76®.
POP also helps extend broader marketing campaigns into the station environment. When consumers encounter the consistent messaging across digital advertising, social media and on-site signage, it strengthens brand recognition and improves campaign recall. Fuel Forward® App materials, for example, help introduce consumers to the app while encouraging future visits and engagement.
The impact is measurable. Recent results showed that POP signage contributed to an 8% increase in ad recall, while supporting promotional efforts helped drive gains in brand preference and repeat fill-up behavior.
Correct Execution Matters
Even the most effective creative can only deliver results when it is properly displayed. To maximize the value of our marketing investments, please install all POP materials promptly upon receipt and follow the placement guidelines provided with each campaign.
POP execution is evaluated as part of the Mystery Shop program. Sites are expected to display the correct materials, and missing, incorrect or improperly installed POP may result in points being deducted from the site’s Mystery Shop evaluation.
Proper installation keeps pumps organized, minimizes clutter and ensures promotional messages are easy for consumers to see and understand. It also creates a more consistent brand experience across our network and helps each location maximize the impact of marketing programs.
Every pump topper, horizontal pump sign and supporting POP element plays a role in turning consumer attention into awareness and action. By treating POP as an essential part of campaign execution, sites can help strengthen our brands, drive consumer engagement and support business growth.
Need a Pump Topper Frame?
If your site needs a pump topper frame, replacement frames can be purchased through the BRR Flow Systems Store.
To place an order:
- Select the appropriate Ship To location.
- Search for “Pump Topper.”
- Choose the frame that best fits your dispenser(s).
To order by phone, call (855) 366-6676. For support, email support@brrflow.com.
