Gas Station Owners! People Don’t Stop At Your Station Because It’s Boring!
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Article by Harold Jaynes
How several of you that stop at a gas station or convenience shop actually don't forget something about it? If you get gas at the very same location you possibly keep in mind some of the individuals that work there, particularly if you live in a far more rural region. How many of you bear in mind the gas station or convenience store simply because it was COOL? Can I see by a raise of hands? I cannot say that I see any outstretched hands! Gas stations and convenience stores are for the most component BORING. Other than fuel, cigarettes, sodas and packaged beverages (and lottery tickets if it is in your State) will often be the best sellers and that almost certainly will not change for years to come.
I'd like to illustrate a point that not only are most gas stations and comfort shops BORING, they do not sell to their market place. Recently in the exact same month, I was in Danbury CT and I created it a point to cease in very a couple of convenience shops. There is a big Brazilian population in Danbury. I went into a great deal of comfort retailers and how several stores did I uncover that had Brazilian stuff? None. Not a single Renaldo jersey, not 1 Brazilian soccer schedule, nada. I'm very sure that there is a shop or two that caters to the Brazilian market, but I also observed very a number of men and women who had been Brazilian in the shops and they had been buying their coffees, their cigarettes and other products. How numerous sales did they drop from not acquiring merchandise for them?
In the identical month I was in a convenience retailer close to Daytona Beach, FL. The shop was next to a retirement community of mobile homes. I walked in expecting to see items for senior citizens but boy was I incorrect. I saw Pac Sun stuff all more than the location. I couldn't locate something that appeared to be geared at that community.
Numerous owners of gas stations and convenience shops have been so programmed by the vendor reps in terms of what products to carry and exactly where to carry them that their retailers have in no way created a "personality."
There are some general guidelines of the road about often having a clean retailer, specially possessing a clean bathroom. We know that females tend to buy at gas stations that have flowers. These are a provided.
But again, I ask you the question that I began with. How several of you can remember going into a station that was COOL? Almost certainly no one.
I like to go into truck stops and travel plazas simply because the larger ones have shops for truckers. You are going to locate CB radios, scanners and other points like that. I like to go in since I like gadgets and I can usually uncover a gadget.
If you've ever gone into a mall exactly where there is a Spencer's gift shop, you'll know why. You go there due to the fact it's cool! You ought to make YOUR retailer cool!
Even although it might not appear like it simply because the price of fuel is so high, but several gas station and comfort shop owners are struggling. Their profit margin is going down to absorb the rise in costs and they're selling less fuel, even even though they're bringing in a lot more revenues. If you are going to stay in enterprise, you need to build a distinctive strategy on bringing people into your retailer. Make sure you know your nearby demographics and cater it to that crowd. And for Pete's sake, make your shop cool!
About the Author
Harold Jaynes is with PetroMAC, the premier source of financing gas stations, convenience retailers and truck stops nationwide. View a lot more info about financing and acquiring a gas station or convenience shop at http://petromac.com.
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