The Pinkest Website in the World

Strong color. Strong website: Pink gas stations

Click on www.pink-tankstelle.at – and you’ll reach what is probably the pinkest website in the world. A strong color for a strong Upper Austrian company that is on an expansion course with around 20 discount gas stations in Austria and Germany. Together with DIE JUNGEN WILDEN (responsive design), syreta implemented the new online presence, which is above all one thing: a real eye-catcher. 
Besides the color pink, the focus was on the different offers and special features of the individual locations. Thus, a separate subpage was created for each of the around 20 gas stations. Here, employees can post current news, promotions, open positions (application form) and specific product-range items online. The individual gas stations are visualized using Google Maps and can therefore be found quickly. 
Customers of Pink Tankstelle also have the option of fueling cashless or on a delivery note with the “Pink Chip“ (customer card). Ordering the Pink Chip is now significantly more convenient and can be done using the clear online form. A special service is the customer live chat, where questions can be asked directly to employees.

What sets the pink website apart beyond a responsive redesign is the location-based logic behind it. Each of the around 20 gas stations gets its own subpage – with its own news, its own promotions, its own open positions. That sounds like extra effort, but it’s the opposite: Employees on site can maintain their page themselves, communicate locally, and respond directly to their customers. Headquarters keeps the overview; the individual locations keep their voice.

The fact that the Pink Chip application process and a live chat are also integrated makes the website a true service channel – not just an information page. For a gas-station network on an expansion course, that is exactly the right digital foundation.

Multi-location websites – when each branch needs its own voice

Building a website for a company with around 20 locations means more than a landing page with a list of addresses. Each gas station has its own product range, its own promotions, its own opening hours, and often its own employees who are looking for jobs. A subpage per location that can be maintained by the respective responsible people themselves is the right answer — and at the same time a technical challenge that requires a well-thought-out CMS architecture. syreta solved this requirement with a system that keeps central specifications — design, navigation, basic content — binding and at the same time remains locally flexible. The Google Maps integration makes the location search especially easy for customers. And the Pink Chip as a customer card with cashless fueling service shows that pink is not just a color, but a consistent brand concept — which syreta and DIE JUNGEN WILDEN have now also made digitally tangible.