With its worldwide headquarters in Blackburn, in less than 20 years EG Group found international success, and today is one of the UK’s leading petrol forecourt retail convenience operators. It currently employs over 30,000 people, working in about 5200 sites across Europe, Australia and the USA.
To support EG Group’s recent acquisitions in North America, 21Digital was tasked with creating and delivering new online presences for the Turkey Hill, Loaf ‘N Jug, Kwik Shop, Tom Thumb, Quik Stop and MinitMart brands.
Using our unique approach of “Define, Design, Refine”, we began by carrying out a comprehensive audit of the acquired brand’s existing websites, user experience and competitor analysis, using these details as reference points for our developing strategy.
With initial research complete, 21Digital’s creative team scamped out designs using a mobile first approach – operating on the rationale that customers would be on the go looking for a convenience store or rest stop and primarily using their mobile devices.
The website solution features a custom developed WordPress plugin that utilises location data via the Google Maps API – which means consumers “on-the-go” can easily find their nearest EG America store.