EG America
One of the fastest-growing convenience store retailers in the US.
– Introduction
About EG America
EG America, the US division of global powerhouse EG Group, approached the ina4 team to help them reimagine their digital presence. Having previously worked with EG Group in the UK, we were delighted to bring our expertise to the US market, building on the strong relationship we’d already established.
EG America oversees a portfolio of well-loved brands, with Cumberland Farms as its flagship. Our task was to design and implement a scalable, user-friendly web solution that catered to the distinct needs of their brands while supporting a vast network of locations across the country.
The Stats
Increased clicks
10%
Impressions
100,000
Increased Conversions
12%
– Project objectives
The Challenge
EG America faced three key challenges when it came to their web presence:
Establishing a Cohesive Online Identity: With multiple brands under their umbrella, EG America needed to create a distinct but consistent digital identity for each of EG America’s banner sites.
Streamlining Location Management: Managing all the pages for EG America’s locations across the US required an efficient site infrastructure that can scale with the business.
Improving Local Search Visibility: Each site needed well-optimised, accessible, and engaging location pages to make sure that customers could find locations in their area.
– Solution
Our Approach
We worked closely with EG America’s team to meet all their current needs, while also making plans that are flexible enough to handle potential future growth. Here’s how we approached the project:
Wireframing and Design:
We began by creating wireframes to map out clear and easy to follow user journeys. This let us see the most effective way to organise information and provide a seamless experience across all banner websites. For each brand, we developed unique designs that reflected their individual identity while being in line with EG America’s overall vision.
Building a Scalable Infrastructure:
With a large network of locations to support, we needed a solution that could perform under pressure from a large number of pages. Our team built a robust system that simplified the creation and management of thousands of location pages, ensuring consistency and efficiency.
Enhancing Location Pages for Visibility:
To make each location page more discoverable, we enriched them with optimised content. This included engaging, location-specific details, intuitive navigation, and structured data to improve local search rankings.
The Results
We set out provide a stellar experience for both the business and their customers across all of their banner websites. Post-launch, we’ve seen measurable results from our work, including:
Higher Conversion Rates
The intuitive design and streamlined shopping experience led to a significant increase in customer conversions.
Conclusion
This project exemplifies what ina4 is all about: creating smart, scalable digital solutions that deliver real value.
By addressing EG America’s challenges with a thoughtful and innovative approach, we’ve set the stage for their continued digital success.
As EG America grows, we’re proud to remain their trusted partner, ready to support their evolving needs with expertise and creativity.
As EG America continues to expand, we’re here to support them at every step of the way. Whether it’s tweaking what we’ve already built or tackling new challenges that come with the new growth, we’re ready for whatever comes next.