Engen launches Furry Five in Quickshops
Marketing 69
Engen Petroleum, South Africa’s leading retail forecourt brand*, has trumped the competition with another first – a loyalty programme tied to the Furry Five soft toy range, which launched in Quickshop convenience stores around the country on 26 March.
The fuel company has steadily raised its brand awareness over the years with innovations like allowing motorists to fill up with eBucks, branded retail partnerships including Steers, Woolworths and Ster Kinekor, and the Corner Bakery.
“We believe the Furry Five loyalty programme, which depicts Africa’s Big 5 animals, will increase Engen’s convenience store basket size and our retail performance,” says Pierr Roodt, Engen retail marketing manager.
He says for every purchase of R30 in a Quickshop (or R60 in a Woolworths FoodStop), shoppers will be given a sticker. Once they have 50, they can redeem them for a toy. Alternatively, shoppers can pay partly in cash, R84.90, and stickers, 25, or buy the toy outright for R169.90.
The programme will run for just under six months and customers can still redeem completed saver cards for two weeks after the closing date, 16 September.
* Sunday Times Top Brands survey 2011
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