Case
Olerex
Since the restoration of its independence in 1991, Estonia has rapidly become a recognised innovator in the field of fuel dispensing, with forward-thinking companies such as Olerex leading the way. Founded just three years after the country regained its independence, Olerex is now one of the oldest and largest fuel retailers in the country. The company chose Tokheim’s Quantium range to help deliver innovative and reliable fuel dispensing solutions for its 47 sites, including ten unmanned stations.
Competing against the multinationals
Antti Moppel, Marketing Director at Olerex, explained that although they operate in a relatively small market, they needed to differentiate their offering from that of the large multinationals operating there. Antti says, “We are the largest independent Estonian fuel retailer. As such, we support the local community through various charity initiatives and sponsorship programmes. Olerex has a strong sense of tradition, but we have also led the way in terms of innovation over the last two decades; for example, we were the first to install LED lighting at our petrol stations, and, as our latest innovation, the first to establish a loyalty bonus scheme based on local ID cards.”
“We chose Tokheim’s Quantium dispensers more than five years ago to help support our strategy of offering customers a variety of fuel types, combined with the reliability and speed of service you would expect from Tokheim’s pumps. The innovation and flexibility of the Quantium range have been a perfect fit for our business.”
A range of dispenser requirements
Olerex has installed Tokheim’s Q510 multi-product dispensers at most of its newest sites across its network to improve throughput at its busy retail outlets. The high-speed Q310 and Q210 dispensers have been installed on separate islands at its truck stops. In 2012, the first combined dispenser for high-speed diesel and AdBlue for lorries was installed, which was well received by haulage companies.
A modular approach to the future
Antti says that Olerex will continue to develop new and innovative solutions for the Estonian market. Later this year, the company will open two new sites equipped with Quantium 510 dispensers featuring fully integrated media and payment options. He explains, “We wish to promote our other fuels, such as AdBlue, and our shop items via the integrated media screens.”
Beyond the products
However, according to Antti, it is not just the quality of the products that has been one of the main reasons for choosing TSG as a partner. He says, “We have received excellent support from our local service provider and TSG HQ throughout our expansion over the last few years. More generally, even though we are a minor player on a global scale, we feel that we are treated as an equal partner by TSG.”
“We chose Tokheim’s Quantium dispensers more than five years ago to help support our strategy of offering customers a variety of fuel types, combined with the reliability and speed of service you would expect from Tokheim’s pumps."
Dispensers that continue to dispense
Looking to the future, Antti says, “Improved customer service remains our ultimate goal through our investment in new technology; and with TSG’s payment solutions, we expect faster, more secure transactions at our sites. We’re really looking forward to the exciting times ahead for the business. Our first Tokheim dispensers, purchased back in 1996, are still in good condition and continue to serve our customers.”
