6 STRATEGIES FOR DRIVING C-STORE REVENUE

Simple marketing tips for growing sales and revenue for independent fuel and retail businesses

By Robust Promotions

When it comes to competition, the convenience store and fuel retail space is cut-throat. Amid pressure from an industry led by large, national and regional brands and evolving consumer preferences, independent fuel retailers have to rely on increasingly creative ways to grow in-store sales and fuel sales, all while running the day to day operations of their businesses.

So how can independent fuel retailers and small chain c-store owners/operators compete, survive, and thrive in the 2020s and beyond? We’ve got some simple, affordable, and creative strategies that can help your independent convenience and fuel retail business win the battle for customers.

A tried and true approach, discounting is probably the most obvious suggestion. But discounting is easier said than done. The most effective discounting strategies are those that allow you to maximise sales of high-margin items or by bundling like items together for a paired discount strategy: "Buy two candy bars, and get a free fountain drink."

Be careful: Over-reliance on this tactic can erode profitability and simply lower perceived value.

People love free stuff. Something as simple and inexpensive as a free cup of coffee or lighter with a fillup can be a great way to bring customers inside the store, instead of letting them drive off after their fillups. Once they’re inside, you’ve won half the battle and can likely upsell any number of food or beverage items to the lion’s share of people who ask for the free thing.

It doesn’t have to be as fancy or sophisticated as what the big chains do, but something as simple as a punch card-based loyalty system for free fountain drinks or coffee can help drive repeat visits and increase retail store sales.

And, many POS systems can even integrate into your loyalty program and help you unlock basic customer insights without breaking the bank.

With an approach as simple as turning register receipts into entry forms, regular sweepstakes and instant win can be another great way to not only generate repeat visits, but also bring in new customers through word-of-mouth advertising. A good reminder for sweepstakes and instant win games is to always celebrate the winners publicly through in-store display, to show customers that people just like them can -- and do -- win.

Don’t forget: Always check your local laws for rules and regulations regarding sweepstakes. 

Create profiles on platforms such as Google My Business, Facebook, and Yelp! -- and then encourage your customers to review your business. By engaging directly with consumers where they already are, you can better serve your existing customers and reach new audiences. 

Why not offer users a free fountain drink if they leave a review on Yelp! or Google?