Big oil gets good news from the retail world

The 2,200 store Bridgestone Retail Operations group is refining its approach to a key supplier relationship with a new deal involving Shell Lubricants Americas.

Beginning Jan. 1, 2016, Bridgestone Retail Operations (BSRO) said Shell would serve as its supplier of choice for automotive lubricants at the company’s more than 2,200 U.S. tire and automotive service centers.

As part of the agreement, Shell will supply brands such as Quaker State, Pennzoil and Shell Rotella brand lubricants at BRSO stores that operate primarily under the banner of Firestone Complete Auto Care in addition to Tires Plus, Hibdon Tires Plus and Wheel Works.

According to a BSRO statement, Shell Lubricants was chosen due to its outstanding brand portfolio, commitment to technology, innovative operations solutions, field-based account support, comprehensive supply and distribution network, and marketing track record.

“Strategic relationships with suppliers equipped to be a single source of high-quality products, brand recognition and an operational model aligned with our own is one way we will continue to deliver what our 22 million yearly customers have come to know us for,” said BSRO Chairman and President Stu Crum. “Our goal is to be a top customer service provider and retailer, so bringing greater standardization to our operations and giving our customers a more consistent experience in every one of our stores is paramount. Safety and customer satisfaction are our top priorities. Key supplier relationships like this new agreement with Shell Lubricants will allow us to put an even greater focus on the hands-on efforts that enable our vision.”

The deal is a big win for Shell lubricants, part of Royal Dutch Shell Plc, because BSRO’s 2,200 locations change a lot of oil, so much in fact that the company recycled 10.6 million gallons of the stuff last year.