Today GasBuddy released a new report revealing insights into why some fuel customers do not shop at convenience stores.
Although in-store sales generate nearly three-fourths (72.6%) of gross profit dollars, estimates suggest that a similar percentage of customers drive away after refueling their vehicles. Understanding the reasons behind this—and identifying strategies to correct it—is a core challenge faced by many retailers.
GasBuddy has studied this extensively. Our findings indicate that forecourt conversion rates are highly sensitive to whether or not retailers meet consumers’ basic needs for safety, cleanliness, and hospitality. For retailers who do succeed in those areas, consumers show interest in specific strategies and promotions that some retailers are not leveraging. These have the potential to convert fuel-only customers and drive incremental visits from those who already visit the store.
This new report summarizes key findings from two recent GasBuddy surveys. Total responses equaled 15,163 and 20,419, respectively.
Highlights include: