The report indicates why customers are leaving after filling up, rather than going into c-stores.
Recent GasBuddy survey findings show that forecourt conversion rates depend on whether retailers meet consumers’ needs.
In short, consumers want clean restrooms, well maintained stores, healthy food options and mobile technology.
For convenience retailers, in-store sales generate 72.6% of gross profit dollars, according to GasBuddy. But estimates suggest that a similar percentage of consumers drive away after refueling.
This report summarizes key findings from two recent GasBuddy surveys totaling more than 35,000 responses, conducted in July and December 2018.
Key findings of the report include:
- The impact of store design and upkeep: 83% of frequent c-store customers form opinions based on store design and maintenance.
- How restrooms drive sales: 75% of female customers say their decision to visit a store would be influenced if retailers promoted clean restrooms.
- Types of mobile advertisements that resonate with consumers: 73% of consumers ages 18-to-34 check their phones while pumping.
- The importance of healthy food options: 70% of female consumers say that mobile advertisements for healthy food would influence their decision to visit a convenience store.
GasBuddy is Boston-based and was founded in 2000. The company’s database of more than 150,000 gas station c-stores includes real-time fuel price information, station locations and offerings, as well as ratings and reviews.
Download the full report to learn more.
