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New Report Reveals How to Drive Fuel Customers Into the Convenience Store

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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:

  • 83% of frequent c-store customers form opinions based on store design and upkeep
  • 75% of female customers say their decision to visit a store would be influenced if retailers promoted clean restrooms
  • 45% of consumers who belong to rewards programs and rarely use them say they’re being offered discounts for products they don’t normally purchase
  • 73% of consumers ages 18-to-34 look at their mobile phone while refueling
  • 70% of female consumers say that mobile advertisements for healthy food would influence their decision to visit a convenience store
  • Click here to download the full report.

    For budget-minded drivers, GasBuddy is the travel and navigation app that is used by more North American drivers to save money on gas than any other. Unlike fuel retailer apps, as well as newer apps focused on fuel savings, GasBuddy covers 150,000+ gas stations in North America, giving drivers 27 ways to save on fuel. That’s why GasBuddy has been downloaded nearly 90 million times – more than any other travel and navigation app focused on gas savings.