Superpumper Switches to Shell

Rebrand from Mobil includes growth, website upgrade

Published in CSP Daily News

SCOTTSDALE, Ariz. -- Superpumper said that it has rebranded its petroleum products from Mobil to Shell. The retailerwhich says that it is the No. 1 petroleum volume leader in the state of Arizonahas also redesigned its website to reflect the change in brands.

Scottsdale, Ariz.-based Superpumper, which currently operates 12 gas stations and convenience stores in Phoenix and Scottsdale, also said that it is expanding its retail presence in Phoenix, Glendale and Scottsdale, with additional facilities in various stages of development and plan approval.[image-nocss] p>

Concerning the online aspect of the change in brands, "Superpumper utilizes a holistic approach to marketing and branding," said Philip Warbasse, president and CEO of Warbasse Media, the Santa Monica, Calif., the online marketing and design firm that redesigned Superpumper's website. Originally designed by our firm in 2003, our job here was to rebrand superpumper.com to reflect its new line of Shell products without detracting from the utility of the original site."

The main features of superpumper.com are still in place including a store and product chart that enables visitors to view locations and amenities at a glance, such as Shell gasoline, car washes, diesel fuel, Western Union Money Orders, RV dumps and propane. Also, the site is designed to process employment applications online.

The company is now offering Shell credit cards with a 5% gasoline discount, according to the website.

"Warbasse Media vastly improved Superpumper's online presence transforming it into an aesthetically pleasing, customer-oriented and user-friendly site. Warbasse Media implemented state-of-the-art web design techniques to bring attention to our product line and provide better navigation especially in the area of on-line employment applications," said Don Whitehead, controller for Superpumper.

"In the past, convenience store websites have given website users very little reason to return to the site," said Warbasse. "Superpumper wanted to build a site that went beyond their customers' expectations.