Drivers want a petrol station that’s quick, convenient, and offers great value. As the owner, you want to provide these products and services while increasing your bottom line. There’s plenty of competition on the market, so how can we take the lead?
One of the most important aspects that influence your bottom line is your location. While you may not be able to change your location, there are other strategies to enhance your customer’s experience, boost profits, and stay ahead of your competition.
#1: Convenience Stores
The name is in the title: convenience. Most petrol stations now have convenience stores (or c-stores) to offer food items, beverages, lottery tickets, etc., to pull in more business. Considering it takes capital, time and effort to build a successful convenience store, not all petrol station operators will put in the effort, but if you’re located in a high-traffic area, it could increase your profits significantly. Just be sure to consistently restock items; empty shelves tend to drive customers away. Take a drive and visit one of the leading convenience store chains and see what they are doing and implement these ideas into your own business.
#2: Marketing and Advertising
Marketing campaigns and advertising are a large part of any successful business, including petrol stations. When customers are filling up at the pumps, they’re typically left staring into space or whatever catches their eye. By implementing some form of high-octane advertisement at the pumps, you have the opportunity to upsell any additional products and services you offer.
In addition, offering a loyalty/incentive program or promotions for other products and services can help attract new customers and retain the ones you already have.
Social media is a great way to communicate with your customers, engage with them and let them know about the products and services you have at your site. Best of all, it’s free!
If you’re wondering about what marketing and advertising strategies you could implement, need help getting started with social media or would like a website, get in touch with us.
#3: Mobile Technology
These days, retailers are pairing services with mobile apps to get the attention of younger customers. Mobile apps enable you to capture customers’ purchases and activity, allowing you to use that data to customise offers for their next visit. Certain capabilities these apps can provide include:
- Paying for fuel at the pump
- Order ahead food and store items
- Accessing customised content
Mobile order-ahead in particular has rapidly become the most encouraging way to get fuel-only customers through the doors for food and store item purchases. It’s another opportunity for you to upsell your products and services.
There are some new and exciting apps for independent petrol station owners allowing them to get new customers into there sites. If you would like more information on mobile technology and apps, get in touch.
#4: Security and Reputation
Petrol stations are notorious for being targeted for criminal activity- especially thefts and armed robbery. Without proper security measures in place to protect customers and employees, your petrol station can appear unsafe. This can create bad public relations and mean loss of business. Setting up extra security such as electronic door systems, night windows and security cameras can be great crime preventatives.
By implementing these tips, you can build your reputation, grow a loyal customer base, and make your petrol station more profitable.
At ServoPro we specialise in helping our members boost the profitability of their businesses. If you would like some help and advice feel free to get in touch.