The group has decided to encourage non-fuel offers
PKN ORLEN has launched "Drink Polish juices" expanding the sales of fruit juices from Polish producers on the entire network of Orlen fuel stations in the country. The non-fuel offers, thus promoted, and is in line with the expectations of customers. The Group, in this way, supports Polish fruit farmers as well as local, often family processing companies. The purchase of fruit juices by PKN ORLEN from Polish producers will thus increase by 150%.
Polish juices are available at 200 PKN ORLEN stations as part of the pilot program. The "Drink Polish Juices" program officially launched, assumes a significant increase in their availability. The range will appear in the entire network of the Company in Poland, until the end of August this year.
Daniel Obajtek, President of the Management Board of PKN ORLEN, said, “We see huge potential for the development of retail sales towards products from Polish manufacturers. Therefore, we are constantly looking for opportunities to expand our offer in this area. In the context of the currently difficult situation of Polish fruit farmers, increasing the availability and sales of juices from Polish fruit is for us an obvious choice and a manifestation of modern economic patriotism. The actions initiated are beneficial in business, but also determine the best, worth imitating social trends.”
A number of analyzes preceded the decision to expand the non-fuel offer, especially in the area of customer preferences, which showed 87% of respondents (including drivers) are encouraged to buy information about the national origin of products. 80% of respondents consider Polish products to be better and greener. The scale of production also has a large influence on consumer decisions. Goods produced in a small, family-owned company that supports local development are consciously chosen by over 70% of Poles. 75% of respondents felt that large national concerns should play an active role in supporting small enterprises in Poland.
We closely observe trends in the field of retail sales. We are aware that we are dealing with an increasingly conscious consumer, expecting not only a comprehensive service, but also a specific origin of purchased goods. We effectively respond to this demand and currently over 50% of products at ORLEN stations have been produced on the domestic market – said Patrycja Klarecka, Member of the Management Board of PKN ORLEN for Retail Sales.
The retail segment has an important part in PKN ORLEN's operations. The Group had 1,771 fuel service stations, including 1,330 of its own, at the end of the second quarter of this year in Poland. In addition to the formula of Stop Café, in some of these sites, there is also the possibility of quick shopping in the O! Shop stores that offer, among others, food products. PWKD02082018