When compared to traditional retail stores, convenience stores (C-stores) have the additional challenge of getting people from the fuel pump to inside the store. This challenge comes from the fact that one objective of visiting a C-store is to fuel up, and for some customers that is all they do. Plus, convenience stores are a competitive business that often have very thin profit margins which means getting that added in-store revenue is critical to the bottom line. As a convenience store marketer, director, or operator, you are likely wondering how to increase pump to stores sales?
In this article, we will highlight a number of effective strategies and promotions that draw more customers from the fuel pump into your C-store!
Use Gas Pump Signs with Promotions
Customers who stop at your C-store to put fuel in their vehicles will be there for a few minutes so one of the ways to get their attention is to use gas pump signage & promotions. These gas pump signs are an ideal way to entice people to go from the pump to inside your store. Take a look at some promotions that can be used at gas pumps to increase pump to stores sales.
Pump Toppers
A pump topper is the framed advertisement placed on top of the gas pump. Sitting at eye level, these ads promote specials and spotlight items in your C-store. On average, most people spend three to five minutes fueling their vehicle which gives your pump topper time to compel them to go into your store. Examples of successful promotions include season specific items that are promoted on the sign as being available for a limited time. These ads make the customer feel like they are missing out on an item since it is only available for a particular length of time.
Gas Nozzle Ads
A gas nozzle ad puts the details of your promotion directly into the hands of your customers. Gas nozzle ads, AKA filler board ads, are decal ads placed on the top of the gas nozzle or they are ads placed in a frame attached to the gas handle. Customers look at the ad when they grab the nozzle to fill their vehicle so they can’t miss your special or promotion. Popular gas nozzle ads include BOGO offers for food and beverages customers can’t resist.
Poster Ads at the Pump
Poster ads are placed on the side of the gas pump or the pillars next to the gas pump. Gas pump posters are larger so they can include more information or work as a larger ad containing less information. For example, include a soft drink and sandwich image and then enlarge the images to show the drink condensation and sandwich texture to entice people to go into the store to get the items. These posters can promote both limited-time promotions and year-round deals.
C-Store Barrier Banners
Gas stations have small concrete barriers on either side of the gas pump that can be covered with a banner or have a banner placed between them. A barrier banner can spotlight promotions and specials in the store to customers as they drive up to the pump. The idea to go into the store will be placed in their mind before they get out of the car!
Gas Rewards Increase In-Store Sales
Gas rewards and loyalty programs increase sales from the pump to the store because no one wants to miss out on redeeming a reward or claiming that extra value. People who have a coupon or reward for a free item or increased point values will make sure they redeem the coupon or promo for the savings and rewards.
- Incentives for C-Store Rewards Members
Want to increase pump to store sales using a rewards or loyalty program? Make sure your offer is worth the walk from the gas pump to the store. An incentive or reward that saves money or offers a free item creates a sense of urgency and a fear of missing out if the reward is not redeemed. - Prompt Consumers To Go From the Pump to the Store Using Signage
You can also get people into your store by advertising your reward/membership promos on the signage and ad space around the pump. People will view the ads and make sure they enjoy the specials and discounts. You can also use signage to promote a sign-up special to new loyalty members such as a free coffee or drink.
If you consistently apply these strategies at each of your store locations, then it’s a guarantee you will see an overall sales lift which will include those fuel only customers who break their pattern and start moving from the pump to the store and becoming a greater value to your bottom line.
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