Circle K Europe Sales Kickoff 2024

Sales managers from across Europe gather to unify strategies under one brand: How a fully immersive brand experience inspires and helps unify a diverse, multilingual, international employee community!

The last few years have been a period of acquisitions and growth for Circle K Europe. The need for alignment between global and regional leadership, legacy store networks and newly acquired countries and stations has become more urgent during this period of growth. In a short timeframe, diverse teams with language and cultural differences, entering Circle K from previous brands and companies, have had to be brought on board and unified with the rest of the organization. The Sales Kickoff is emphasized as a key driver for this integration. This year, with more diversity among the audience than earlier years, Circle K chose to expand the scope of the event, raising ambitions as well as the objective – boost pride and excitement for the brand among existing teams, and create immediate brand affinity with the new arrivals.

The 2024 Sales Kickoff was Circle K Europe’s most complex and ambitious event ever, and creativity, design and a 360-degree experiential environment was central to achieving the event’s objectives.
Circle K dared to trust their brand´s universal appeal and lean heavily into its promise by fully deploying the powers of innovative brand experiences and engaging live communications. In addition to a spectacular plenary stage production, the most ambitious creative and innovative feat of the event was the Circle K Experience center – a 3000 sq m fuel station environment with the full product line, bakery, hot foods, beverage coolers, dispensers, price totems, payment solutions, forecourt infrastructure, car wash and EV chargers and more. Integrated into this interactive brand environment were stages, seating and screens for presentations. The audience were freely exploring the complete store concept in real life while simultaneously participating in live strategy sessions.