Quality and service fuelling retail growth in El Salvador
Puma Energy El Salvador now has 95 retail sites in its retail network.
Consistent growth in sites and volume
Puma Energy El Salvador continues to achieve consistent growth in sites and volume in its retail chain. The addition of the newly built Puma Energy Izalco site last year provided us with a showpiece retail site and we now have 95 retail sites across the country. This growth is the result of a focused approach to develop a network plan with our local teams. The work starts with the detailed mapping of all retail sites within a focus market, and calculating estimated volumes for every site by gathering traffic counts for the main roads and highways, and configuring this with population density.
Performing to our full potential
This database of information gives us a tool our retail team can use to evaluate whether each retail site is performing to its full potential, prioritise the best locations to invest in new sites, and identify the best unbranded and competitor sites we should target to join our network.
Aiming for organic growth of our existing retail site chain is also a core objective. Using the insight from market studies, we listen to our customers to understand areas for improvement, and seek to understand the most important factors customers use to select a retail site or fuel brand.
Promoting the Puma Energy brand
We know that quality perception is very much influenced by the appearance of our sites. We support all regional efforts to improve and maintain the image of our sites. For example, our territory managers are now using the Zenput app on their digital tablets to monitor and log sites, allowing us to take swift action on image maintenance where needed and to recommend appropriate follow up. As a relatively new brand to the market, we are continuing to pursue every opportunity to reach potential customers not yet fully aware of the Puma Energy brand, its global reach and integrated business model.
As a relatively new brand to the market, we are continuing to pursue every opportunity to reach potential customers not yet fully aware of the Puma Energy brand, its global reach and integrated business model.