Engen gets it right again
Data-driven insights keep it relevant to the youth market
In recent years, the expectations of what a fuel station offers have made a considerable shift from the traditional fuel and food convenience — or what Engen calls “foodvenience”.
“Increasingly, there are expectations for more speed to save consumers time, and digital connectedness to make their lives easier,” says Bulela Mkandawire, brand and sponsorship manager at Engen.
She says shopping trends have shifted over the past few years to smaller and more convenient environments for necessities.
Engen consistently revises the Quickshop product mix to cater for the change in consumer behaviour which, says Mkandawire, has resulted in an encouraging uptick in convenience store transactions.
Research indicates that millennials and Gen Zs are more likely to defend brands which embody a strong sense of purpose over profit.
But they still expect their convenience needs to be met 24/7, in a prompt, friendly and professional manner, she says.
Engen again takes pole position in the GenNext Coolest Petrol Station category, again followed by Shell and Caltex. A truly SA brand, Mkandawire says Engen is committed to being part of the solution in the markets and communities it serves. “Our investment in education, sports development, sustainability and delivering repeatable customer experiences demonstrates our brand philosophy: ‘What matters to you, matters to us’.”
Advances in technology and social media are exposing younger people to more branded messaging than ever before. Mkandawire says it’s becoming increasingly challenging for brands to connect with their audiences. To remain relevant to the youth market, Engen uses data insights to determine effective channels to communicate its strong sense of purpose, innovative digital offerings, and market-leading convenience solutions that all try to speak to the real wants and needs of the youth.
Engen’s customer focus has resulted in a number of customer service awards as well as awards for best fuel brand, top employer, best development programme and best lubricants, to name just a few.