Cebuano oil retailer to open 5 more stations

CEBUANO oil retailer Rex Carampatana wants to open five more Amare Shell Service stations in the next two years. One of the stations will be opened in Cebu this year.

Carampatana opened a second outlet in Bohol last April.

Carampatana said he employed “artful differentiation” in his business by putting extra amenities like comfort rooms with a mini-library, coffee lounge and a function room with free Wi-Fi access. He said he adopted the same strategy of differentiation in his new outlet in Bohol so he could render better customer service especially to tourists.

“Bohol and Cebu are both marketed as tourism destinations. The establishment of these unique gasoline stations is meant to complement and reinforce the tourism programs of the local government unit,” Carampatana said.

The Amare Shell Service Station located on Carlos P. Garcia corner New Calceta in Tagbilaran offers similar service with that of Amare located in Lawaan, Talisay.

Carampatana brought some of this staff to Bohol to train the workers there to ensure that same company culture will be practiced for the Bohol operation.

Carampatana said that his differentiation gave him an edge over other oil retailers in the industry. His background in working with hotels in his previous business helped him integrate the concept of a “destination” into the gasoline station.

He said the concept attracted new customers and created a distinctive brand.

Amare Lawaan bagged the Gold Retailer Award in the fourth quarter of 2011, besting over a thousand retailers in the country. It was the branch’s second quarter of operation. The company also got the same award in the first quarter of this year.

Carampatana credited the success of his business to his employees “who constantly ensure that customers are not treated as mere customers but as guests.”