The roll-out of Esso’s new Synergy forecourt and fuel branding has continued with its first appearance on a dealership supplied by Greenergy under its branded wholesaler agreement with Esso.

Shailesh Parekh said his Midland Link site in Birmingham has been an Esso forecourt for nearly five years, and he has been very happy with the flexibility and service he has received from Greenergy since it took over Esso fuel supply last year.

He explained: “With the additional benefit of the Tesco Clubcard loyalty scheme I didn’t want to move to another fuel supplier, so I took the decision to renew our fuel supply agreement with Greenergy and at the same time refresh our forecourt with Esso’s new Synergy branding.

"I visit all my forecourts every day to check everything is up to standard, and it’s important to me that each forecourt looks great. Esso has always been a popular brand with my customers, but visually the Synergy branding takes my site to a whole new level. It’s highly distinctive, fresh and new.”

Shailesh said the LED lighting and the new “wave” design made the forecourt much brighter and more inviting, and this effect is magnified at night, and the site was attracting new customers as a result.

He added: “The new pump design also includes a clever back-lit panel into which I can insert cards displaying our latest offers. It’s really smart and easy to use, and we can now be talking to our customers while they’re filling their car.

“You have to keep improving your business if you are going to continue to succeed, and Greenergy is providing us with what we need to do just that. We receive responsive customer service and transparent pricing, the best loyalty scheme with Esso’s acceptance of Tesco Clubcard and now a forecourt with Synergy branding.

“Re-branding to Synergy has been a really smart move for my site and I’m looking forward to expanding my business further with another site across the road.”

Andrew Owens, chief executive of Greenergy, said: “There’s a lot of interest from dealers nationwide in our fuel supply under the Esso brand. The word is spreading that we’re an easy, flexible and transparent company to deal with. Clubcard is also a really big pull factor, and the new Synergy brand just adds to that.”

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