Dive Brief:
- Parkland Corp. redesigned its website and company branding this month to better serve as a nucleus for the entire organization, a spokesperson for the convenience retailer said Thursday. The official relaunch occurred June 15.
- Among the new additions to Parkland’s website is a simpler navigation interface to learn about each of the company’s three business units — retail, commercial and refining — as well as images of employees across each division to humanize the brand, the spokesperson said.
- The revamped webpage also features details on Parkland’s business segments, company announcements, access to investor information, results and filings, and career-page access all on its homepage to make it easier for people to interact with the site, the spokesperson said.
Dive Insight:
Parkland’s website overhaul took 12 months to complete from start to finish, the spokesperson said. The company had the help of two third-party vendors to build the new platform, which hadn’t been updated since it first was designed five years ago, they noted.
According to the spokesperson, none of what Parkland has accomplished over that five year period — launching a loyalty program, expanding into new markets and debuting a foodservice program — was well reflected in the previous website.
Its updated page now conveys the Parkland story, they noted.
“[The site] is a bit of an ecosystem that kind of draws people in a bit closer to Parkland and helps them understand the role that we play,” the spokesperson said.
Parkland isn’t the only c-store retailer to have recently revamped its website. Savannah, Georgia-based Parker’s redesigned its website earlier this year to incorporate more interactive elements, such as live fuel pricing.
With 1,860 stores in its Canadian network, Calgary, Alberta-based Parkland is the largest independent fuel retailer and second-largest c-store operator in Canada. In the U.S., Parkland supplies fuel to independently owned gas stations and operates 212 c-stores under a variety of banners, including On the Run, Hart’s, Superpumper and KB Express.
