What is the Forecourt?

Forecourts are the accessible outdoor areas of a gas station where fuel pumps are located, allowing drivers to conveniently fill up their vehicles. On a forecourt, you can typically see multiple pumps for different fuel types, air pumps, water stations, and signage displays. Some might even have electric charging stations. Forecourts have evolved over the years. They not only serve as a place to fill the gas but also as a convenient shopping location.

What is a Forecourt?

The forecourt is the concreted or paved area commonly found outside business premises, particularly gas stations. It is where vehicles park, refuel, and use the retail facilities on the property. The forecourt is essential in attracting and retaining customers, controlling traffic flows within the station, and ensuring an accessible, comfortable, and safe environment for all users.

This “space” is a compilation of attributes that add to its functionality and attractiveness. These attributes include signage, lighting fixtures, fuel dispensers, landscaping features like shrubs, assigned parking and drive-up zones, inspection sections, and designated pedestrian and traffic areas for vehicles. Besides, some forecourts can have extra services such as car washes and repair shops.

Are Forecourts Attracting More Business?

Forecourts surely attract more business, but not solely from fuel sales. Studies have shown that shoppers’ motives for visiting a forecourt have changed drastically. Previously, the primary motive was purchasing fuel. However, in recent times, the primary reason has shifted towards acquiring food on the go. Forecourt stores have become a popular destination for people to purchase food items while on the go. Thus, fuel is no longer the primary attraction for visitors to these forecourts, and this shift in consumer behavior introduces various new challenges.

The Essential Factor of Advertisement

Forecourt advertisements offer a significant advantage as people stay for a longer time now at the forecourts. Dynamic advertising mediums such as digital signage are among the best ways to advertise products in and around the area. However, the main challenge for the retailer is to draw customers to their forecourts. Here are some additional things to know if you are up for a forecourt advertisement:

• Customers are Looking for Convenience:

Convenience stores drive additional non-fuel sales, presenting fuel retailers with challenges in boosting revenue per customer. The core product, fuel, faces daily price fluctuations, impacting store profitability. Moreover, most customers would prefer a forecourt with additional facilities like shopping to accomplish multiple things. Therefore, the demand for forecourts is soaring. Studies project forecourt sales will experience a compound annual growth rate (CAGR) of over 3% from 2023 to 2027.

The dual challenge in forecourt advertising lies in enticing more customers to enter the store and make additional purchases while maximizing revenue. Various advertising channels, such as the central terminal, mobile applications, kiosks, and digital signage, can be utilized. Platforms can promote discounted goods, lottery tickets, fuel discounts, and loyalty programs for customer engagement and retention.

• Digital Signage and Video Content is a Hit!

Digital signage and video content are potent marketing platforms for forecourts due to their enhanced visibility compared to static signs. Digital signage, in particular, can get up to 400% more views than static signs. Moreover, videos are effective tools for boosting conversion rates by helping viewers understand a product’s features, benefits, and value proposition more clearly.

Videos can effectively communicate complex information in a visually engaging way, increasing brand awareness and keeping the business top of mind for consumers. Plus, they are crucial in driving website traffic as they can be effortlessly shared on social media platforms. Video establishes a personal connection between the individual and the organization. There is a steep increase in brand trust in 57% of consumers who watch a video ad.

• Offering Mobile Apps for More Personalization

Mobile apps offer forecourts a means to enhance the customer experience by providing personalized offers. Whether digital content, localized discount offers, or contactless payment options, an app can facilitate many things and increase customer loyalty. Apps help capture customer data and behavior, thus, the forecourts can offer more personalized facilities to the customers.

Modern apps facilitate order-ahead functionality and help in increasing sales and profits. The customer spends less time but generates more value.

• Content Mix-up!

Retailers should use both advertisements and non-commercial material to enhance the customer experience. Essential information like weather updates, attractive displays, entertainment options, etc, can keep customers in the forecourt for a long. This strategy utilizes non-advertising material to capture customers’ interest and create memorable, positive experiences, encouraging loyalty. With customers engaged, strategically placed advertisements can guide them toward in-store promotions.

Some gas stations offer a food-ordering feature at the pump for added convenience. Customers can place orders via a touchscreen and pick them up inside, encouraging in-store visits. Some stores offer curbside pickup or have staff deliver orders directly to cars at the pump, which can enhance convenience without requiring customers to enter the store. This approach leaves a lasting impression and boosts sales over time.

• Focusing on a Data-driven Approach

Data-driven advertising allows retailers to effectively target customers by utilizing AI, algorithms, and machine learning to deliver personalized messages. For example, retailers can analyze data from fuel dispensers to identify patterns, such as customers who purchase fuel at specific times also tend to buy coffee from the store. With this insight, retailers can implement cross-selling strategies to boost sales by offering free coffee during customers’ subsequent visits.

Data-driven marketing offers retailers a range of benefits. It enables them to improve campaign performance, boost brand visibility, and gain valuable insights into customer engagement. Retailers can develop personalized marketing strategies tailored to individual customer preferences. With these insights, retailers can make proactive strategic decisions to stay ahead of the competition and drive sustainable business growth.

Maximize Forecourt Advertisement with these Tips

Successful forecourt marketing programs use technology to attract customers. Here’s some guidance to enhance your forecourt retailing success.

• Focus on the First Impression

First impressions matter greatly, and cleanliness plays a vital role in shaping customers’ perceptions. The condition of your gas pumps on the forecourt forms customers’ initial impression of your establishment. Dirty or damaged pumps can raise doubts about the cleanliness standards of your restrooms and kitchen facilities. To create a positive impression, ensure your fuel pumps are well-maintained by regularly cleaning the nozzles, buttons, and displays.

Additionally, maintaining spotless restrooms is essential. Regular daily inspections and prompt cleanup of spills, used paper towels, or graffiti are necessary. A clean and well-kept restroom is crucial, as customers want to avoid unsanitary conditions.

• Complimentary Items

Complimentary items enable a sense of special treatment. This gesture doesn’t need to be extravagant; even small complimentary offerings, like chocolate or a cup of coffee, can significantly impact customer perception and loyalty.

• Provide the Best Experience

In the fuel retail sector, providing excellent customer service is essential for enhancing the customer experience (CX) and customer experience management (CXM). It all begins with delivering good customer service. Train your staff because how they interact with customers dramatically influences how they perceive your business. Positive interactions lead to satisfied customers who may become promoters of your brand. Similarly, negative experiences can destroy your brand image and value by the same customers.

Staff members must exhibit friendliness, sensitivity, and helpfulness when assisting customers. Negative feedback can potentially lead to a loss of customers and revenue.

• Pricing and Deals

Maintaining competitive pricing across your convenience store, food store, and fuel station is crucial to attracting and retaining more customers. Flexible and competitive pricing encourages customers to choose your establishment over competitors. This strategy promotes customer loyalty and ensures repeat business, especially when strong competitors are around your forecourt.

In addition to competitive pricing, offering special deals can significantly impact customer attraction and sales. Strategically discounting to motivate the purchase of high-profit products is essential. For instance, promoting discounts on small bags of chips while strategically placing soda cans nearby can encourage additional purchases.

• Stock up!

Maintain a fully stocked convenience store to ensure customers are satisfied. Prioritize stocking items based on customer preferences and feedback is crucial. Regularly check expiration dates and ensure all products and produce are fresh to uphold quality standards.

• Choose Creative Signage

Effective signage is crucial in marketing and promotion for gas station convenience stores. Eye-catching, engaging, and relevant signage can attract potential customers and leave a lasting impression. By consistently displaying attractive and relatable signage, you can spark curiosity and encourage customers to visit your establishment in the future.

Additionally, signage represents your brand identity and values. By displaying signage that reflects your brand image, you can effectively communicate what your business stands for and create a memorable customer experience.

Conclusion

The forecourt, once merely a space for refueling vehicles, has evolved into a multifunctional hub for convenience shopping. The shift in consumer behavior, particularly the increasing preference for forecourts as destinations for food and shopping, emphasizes the importance of adapting to evolving customer demands. Retailers and suppliers must recognize the forecourt’s transformation into fully-fledged convenience stores, offering diverse products alongside fuel offerings.

Retailers should use innovative marketing techniques like digital signage, mobile apps, and data-driven advertising to enhance customer engagement and drive sales. By prioritizing cleanliness, customer service excellence, competitive pricing, and creative signage, retailers can create positive experiences that foster customer loyalty and differentiate their forecourt offerings in a competitive market.

Frequently Asked Questions