Leo Pharma
EG GROUP
EG Group is a global leader in the distribution of fuel and everyday consumer products, operating in more than 10 countries and managing a network of over 6,000 sites. Renowned for its innovation, the group strives to create unique customer experiences by offering a comprehensive range of products and services, from fuel to food. This commitment is reflected in significant investments in its infrastructure and the development of its teams.
Become the expert marketing partner for EG Group by optimising their communication and branding strategy.
EG Group at a glance
To maintain its leading position, EG Group continuously invests in improving its services.
This is evidenced by recent developments in its loyalty programme and digital strategy. These initiatives aim to offer customers an increasingly seamless and personalised experience. They also strengthen customer loyalty to the brand.
A presence in more than
10 countries
92 M
points of sale in France
28.3 Md$
in global revenue
in 2023
Issues & Context
Rebrand the EG MAX loyalty programme by redesigning the brand’s visual identity and communication.
Our collaboration with EG Group began over 10 years ago, through the management of numerous motorway tenders in partnership with major players in the catering and distribution sectors. This experience has enabled us to develop solid expertise in market analysis, the design of effective marketing strategies and the management of complex projects.
Today, we are putting this expertise to work on a new challenge: the rebranding of EG Group. By rethinking the brand’s visual identity and communication for its new loyalty programme, we aim to enhance its appeal and create a more personalised and memorable customer experience.
A joint project
Magina has been working closely with EG Group for over ten years. We provide comprehensive marketing support to meet the group’s diverse needs. Together, we have managed motorway tender files, operational marketing, the creation of all offers at service stations, and CRM monitoring. The cooperation between Magina and EG Group has intensified with the need to rebrand the loyalty programme. As a result, our partnership has enabled us to implement a coherent and integrated strategy to meet the challenges posed by this transition to the EG Max offering.
Solutions
To achieve the EG Group’s objectives, Magina has implemented a set of tailor-made marketing solutions:
Marketing Outsourcing
- Management of motorway tender processes: marketing studies and analyses, graphic design of tender documents, printing and project management, in collaboration with partners such as Starbucks, KFC, Carrefour and bp.
Rebranding of the loyalty programme
- Complete overhaul of the loyalty programme’s brand identity: new name, graphic charter, editorial line and adaptation to various communication media in stations and online.
- Creation of a dedicated landing page: presentation of the benefits of the new loyalty card with an online registration form.
- Graphic design of the mobile app: deployment of the entire graphic identity on the iOS and Android mobile app.
- B2B communication media: development of marketing materials for station managers. This service also includes training on promoting the new card.
- Digital communication campaigns: sending newsletters and text messages to active and inactive users of ‘Ma Carte BP’. Push notifications are also sent via the mobile app and pop-up ads to inform users of upcoming changes.
These initiatives were designed to address key customer concerns, strengthen the EG brand and effectively promote the new “EG Max” loyalty card.
The results
Magina’s actions have had a significant impact on EG Group’s communication and branding. The rebranding of the loyalty card has clarified the EG brand identity for customers while increasing the conversion rate for registrations to the new programme.
Increase in registrations
- Thanks to the integrated communication strategy, the registration rate for the new loyalty card exceeded initial forecasts.
Strengthening customer loyalty
- Existing customers were retained in the programme through transparent and engaging communication.
Increased visibility
- Newsletter campaigns have enabled EG Group to position itself effectively while also attracting new users.
The collaboration between Magina and EG Group has optimised the group’s marketing strategy, strengthening their position in the French and international markets by consolidating their innovative and modern brand image.
ENSM