Express Oil, geoVue team to optimize site selection

Woburn, Mass. Location intelligence solution-provider geoVue said it has been selected by Express Oil Change & Service Center for market planning, optimization and site selection solutions to aid in the chain’s 2010 expansion plans.

Birmingham, Ala.-based Express Oil is an automotive service center with over 170 corporate and franchise locations in 10 states.

According to senior VP Kent Feazell, Express Oil Change & Service Center was looking for a solution to guide the company on several fronts: Optimizing trade areas in the South to enable Express Oil and its franchisees to increase market share in markets where they already have a strong presence, and determining the right number of stores in some of the less developed markets.

"We want to avoid cannibalizing existing stores by over saturating the market, but at the same time we want to maximize brand awareness," said Feazell. "Our goal is to grow aggressively, yet strategically."