Editor's note: Darren Schulte, NATSO vice president of membership, frequently visits NATSO members to review their locations and offers impactful merchandising and operations improvements. Contact Schulte at dschulte@natso.com or (915) 526-5820 to learn more about the costs and details of this service.
We’ve talked before about how critical signage in to attract customers, and Littlefield Express in Ft. Smith, Arkansas, is a perfect example of just how powerful signage can be—both inside and out. The location has mastered messaging with its outside signage setting the stage for what customers can expect and drawing them inside. Most importantly, it fulfills the promise once customers walk through the door.
From the minute I pulled into the location, I knew exactly where to go and what would be waiting for me inside. The messaging is consistent throughout the location, and the outdoor signage—both on the fuel price signs and the windows—promotes the inside offerings, particularly its food program. Before I even got out of my car I knew the location had chicken and burgers available.
Inside the store, the signs on the location’s chicken offerings are colorful and attractive, and Littlefield Express uses them to draw attention to its products. The ‘locals favorite’ section on its menu board not only highlights top sellers, but also sends the message that the location is popular among repeat visitors.
Other areas of the store, including the fountain and coffee offerings, are well marked, making it easy to find what you are looking for. In addition to the hot food offerings, the location has a wide variety of snacks available. The store is clean and organized, giving you plenty of room to see the products and move from one area to another.
Not only do the signs at Littlefield Express convey its message, they build trust. They tell you exactly what you’re going to get and where to go to find it. There are no surprises, and that matters to first-time guests and repeat customers alike.
/// Did you know most weeks you can find me visiting a NATSO member truckstop location, spending three to four days, using my merchandising and operations expertise to help them grow their business? I periodically share about those great retailers I visit here on the blog. Read more Truckstop Travels here.
Photo Credit: Darren Schulte/NATSO
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