Since margins on fuel sales can be small, it's vital that c-store operators get those customers to go in-store to make purchases. Programs to convert gas-only customers into gas-plus customers can be as simple as increased signage at the pump. Bright LED lighting makes a business stand out and appear safer, which can entice consumers to pull into your store over other options.
In the media-saturated world, people expect visual and verbal stimulation throughout their day, and c-stores are following suit. Retailers are installing media stations at the pump to entertain, inform, and engage consumers in their purchasing decisions and, most importantly, get them inside the store. Studies show that consumers who visit gas stations or road-based convenience stores are doing so primarily to get gasoline. C-stores have an opportunity to tailor media station messaging at the pump to cross-promote food and beverage items before a customer enters the store. Naturally, appealing to customer buying behavior is paramount to making cross-merchandising and promotions effective. The key is to identify consumer preferences and tailor offers to individual buying patterns.
Cumberland Farms and Costco are Americans' favorite fueling stations, according to a new study by Market Force Information. Over 11,500 consumers participated in the annual study, which ranks gas stations in two categories: 1) Traditional gas stations and convenience stores, 2) Grocery stores and big-box retailers with fuel pumps. The study also includes trends in food purchases, customer loyalty and technology. Note that statistics and demographics vary by store, brand, and location. Many businesses mistakenly rely on industry-wide statistics that don't apply accurately to their own locations.
It's no surprise that fuel price continues to be the most important factor for drivers deciding where to fill their tanks. Good lighting is also a strong consideration, and LED lighting can save money in utility costs. Payment options, gas quality, and the ease of getting in and out of a location are also key considerations. See the results in the graph below.
Source: Market Force Information
When you utilize fuel pump advertising, the audience comes to you, allowing your product or service to be widely viewed by everyone who stops by to refuel. Engage consumers in undistracted moments as they go through their daily routines. Reach on-the-go consumers directly before they make purchases.
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