Duckhams oil is outselling both Castrol and Comma brands at EG On The Move (EGOTM) sites.
Zuber Issa invested in the legacy brand last year, and EGOTM sites are currently stocking the top-tier QXR and mid-tier QS engine oils.
David McLean, chief marketing officer at Alexander Duckham & Co Ltd, says: “We will develop and flex the range to meet the needs of shoppers and the market as they change. The next phase of product listings is about to go live within stores, seeing us extending availability to meet driver and rider needs within motorcycle, brake fluids, then gear oils and beyond.”
In EGOTM sites, McLean says Duckhams is driving category volume and value sales simultaneously, while also driving up average basket spend: “More people are buying more, at a higher price.”
The Duckhams brand has been around since 1899 and was owned by BP from the late 1960s to 2016.
McLean says there is an age-based split in brand recognition in the UK. “Duckhams has really strong recognition with many older drivers, aged 45-50-plus, but for drivers below that age it isn’t a brand they have had experience of. Some have heard their parents talk about it but they haven’t seen it themselves or seen the decades the brand has had supporting motorsports’ drivers such as Nigel Mansell, Ayrton Senna, James Hunt, and David Coultard, and also riders like Barry Sheene and Mike Hailwood. There is still a big demographic for us to speak to and help them navigate the category easily and quickly, and put the best products in their vehicles.”
Duckhams still offers the Q classic product range for older vehicles, with more modern vehicles served by the QXR, QS and Hypergrade ranges.
“We also have a great deal of heritage with motorcycles and scooters and have ranges to cover these too – breadth of offer, allied with a heritage that drivers trust is the core strength for Duckhams.”
McLean says an easy-to-use QR code scanning solution links to Duckhams’ website oil checker. “QR codes are on pos material and on the bottles themselves, making it easy to find the right product for your vehicle.”
He continues: “We still have a way to go on talking with shoppers through our marketing, and we’ll be saying more via our social media channels, those of our partners, and through the other more traditional communications channels.”
