Products that create experiences, FINANCIAL MAIL, Corporate Report
As such, the Engen 1-Stop network was specifically designed to meet the needs of the long-distance traveller by providing total convenience, which includes toilet facilities, a retail area to purchase supplies, diesel trucking facilities, telephones and an Engen play centre for children. In fact, the network also caters to the needs of both holidaymakers and business travellers. The multibrand convenience strategy incorporates well-known SA brands such as Woolworths, Corner Bakery, Wimpy and Steers into the offering. To differentiate certain urban sites that have special convenience partner outlets, Engen has also created a subbrand called 1-Plus. Its sites differ from normal urban sites based on their offering, which include minimum convenience offerings such as an Engen Quickshop, Corner Bakery, Rotisserie chicken or fast food brand, a coffee offering, Woolworths or convenience meals and a branded ATM. The focus on the multibrand convenience strategy is also helping Engen to extend customers' interactions with the brand so it goes beyond just purchasing fuel.