PKN Orlen is rolling out a new concept of forecourt stores called O! Shop, and the name of the new brand has to do with that. PKN Orlen has about 1,700 petrol stations.
The concept not only implements the company's strategic objectives but primarily aims at meeting the changing needs of the customer and enhancing customer loyalty and identification with the ORLEN brand.
These are strongly connected with the marketing strategy adopted by PKN ORLEN.
Rafał Pasiek, Chief Marketing Officer of PKN ORLEN, said, “We want the customer to know that while traveling, he will always have ORLEN station on the road, where he will receive not only fuel, coffee or hot dog, but also other necessary products.
And importantly, these products will be identified with ORLEN and with the choice of several brands of the product.”