Drive to the friendly stores

COOKIES FROM Copenhagen, fruit cocktails from Malaysia, chocolates from all over the world, a drop box for credit card payments, and above all, swank iMacs for joyous surfing at Rs. 20 per half an hour. It is something that will appeal to the geeks, nerds and those on the move - and no, the homemaker has not been left out. From those nitty gritty items such as dishwasher soap, gel pens to perishables, nothing has been left out in the new In & Out chain of stores that has cropped up at select Bharat Petroleum outlets in the city.

To the generation of quick-fixes and natty lifestyles, the concept, already perfected by filling stations abroad, hinges on the USP of convenience.

Spread over an area of 500 odd sq. ft., the high point of these outlets is the way they are emerging as 'collection' centres. In place of long queues and frayed tempers are strategically positioned drop boxes for various credit card bills that can be used by even a child.

From there, you walk in to buy various odds and ends that you forgot or were planning to pick up from a supermarket anyway. And then there are those attractively packaged consumables that Chennaiites seem to be devouring off the shelves faster than can be stacked.

Madan, a caterer, says he strolls across to the outlet, while his car is being filled up.

Cell card recharges, browsing, a cup of coffee or even a snack, there are plenty of options to explore within a ten-minute time span. Service is smooth and efficient, a result of concerted training, explains a BP dealer.

"It claims to make errands easy, but I actually come here more for the atmosphere. I pick up a couple of items-- it's more like visiting a friend," says Vijayalakshmi, an MNC executive.

Sundar, a retired Army man, looks forward to the day when telephone bills and Metrowater charges can be taken care of without the hassles of a long wait, incorrect entries and energy sapping arguments.

Those services are on the cards, as are plans to introduce online, real time ticketing.

Obviously, the rebranding exercise by BP - earlier the outlets were but an extension of cramped bazaars - is a result of expected deregulation; an early attempt at getting ready to face competition from multinationals.

If BP and the brand leaders it has entered into an agreement with are attempting to take the edge off routine chores, who is complaining? Certainly not the customer who stands to gain, what with viable products, services and a calendar of promos... it is goodies all the way!

BHAMA DEVI RAVI

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