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Rompetrol /
Rompetrol, the second biggest petrol retailer in Romania, wanted to improve its retail operations.
This was not an easy challenge in an unsophisticated market like Romania, where product differentiation is still the main driver of consumer decisions. Shops in petrol stations were not seen as an essential part of the overall offer to the customer.
Saffron saw a real opportunity to transform the retail shops into an essential part of the Rompetrol brand. We realised that the shop should be a destination in itself, a place where people go to, regardless of whether they need to buy petrol or not.
The new brand successfully launched in autumn 2005.