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18|Retail News|April 2019|www.retailnews.ie

Forecourt Focus

The Kerry Best John Bowler explains how adopting the Applegreen brand on his Killarney forecourt has transformed his business. JOHN Bowler is a big believer in the strength of a well-recognised brand, and his shops in Killarney have continued to prosper, thanks to his strategic partnerships. The most recent of these partnerships saw the store owner adopting the Applegreen brand on his Killarney forecourt, a move which has transformed John’s business. John began running his first shop in 1997, which he subsequently sold in the early 2000s. John also engaged in the construction of two businesses in Killarney, both of which he originally leased out. However, in 2012, John took back control of the two shops in Killarney, incorporating the Centra brand into both shops at the time, as he felt it was a brand that matched what he wanted from his business, while also introducing a Supermac’s into the forecourt in The Reeks in Killarney. “When I took over direct operation of my sites, I had a very specific agenda in mind,” John tells Retail News. “Even back in 2012, the forecourt sector was becoming foodservice-led. Fresh food, in particular, demands quality and trust from the customer and I am big believer in the power of brands.”

Store owner John Bowler has been delighted since he switched his fuel supplier to Applegreen. By choosing well-known and brands like Centra and Supermac’s, John believes he “was able to put together a package that was instantly recognisable and trusted by my regular customers as well as passers-by”.

The combination of Applegreen fuel and Centra shop has proved hugely popular at the Killarney forecourt.

Making the Switch When his contract with his previous fuel supplier came up for renewal, the store owner took the opportunity to explore his options, and he decided to make the switch to Applegreen. “Applegreen has been building up an extremely strong reputation in the fuel sector,” he notes. “Some 20% of my fuel trade had been on fuel cards, and since I would likely lose those customers with a move to Applegreen, I wanted to see what the group could offer me. Applegreen assured me that all my fuel card business would be replaced by new customers, which gave me a great deal of confidence.” The price proposition was another big factor for John: “By bringing Applegreen onto my forecourt, I would go from the most expensive petrol in town to the cheapest. That type of thing gets noticed by customers. There are risks associated with most things you do in business, but I felt that the Applegreen group, the product and the people would be able to take my business in a new direction, one that was more in keeping with my plans for my business.” In August of last year, both of John’s

Profile for Retail News

Retail News April 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

Retail News April 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

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