Welcome to the newest post in our blog series, Darren’s Great Ideas! for Independent Operators.
Does Your Truckstop’s Curb Messaging Drive Business?
Often when we think of curb appeal, we immediately think of cleanliness and the facility’s maintenance, but it is also important to think about whether your messaging is clear. When someone is driving into your location, can they quickly figure out exactly where to go and what you offer? After they get out of their car, do they know what awaits them inside?
Consumers today are bombarded with millions of messages. Do your interstate high rise, street signs, billboards, building collateral and pump toppers provide clarity of action? It is important that every touch point drives the messaging consistently to the customer. This, consequently, positively enforces the average ticket growth.
We all know that curb appeal is very important. New surveys show that two thirds of customers will not come into your operation if the curb appeal is not positive and inviting.
However, I think often when we think of curb appeal we go immediately to cleanliness and facilities maintenance, but it is also important to think about whether your messaging is clear. When someone is driving into your location, can they quickly figure out exactly where to go and what you offer? After they get out of their car, do they know what awaits them inside?
Walk outside today and look at your own curb appeal. Think about things such as these to determine if your current messages drive business:
- Are your pump toppers and/or MPD’s utilized to drive business into your operation?
- Do you think there is proper focus on getting outside pay-at-the pump users into your location?
- How do you feel about branded fuel? How do you think the relationship with the fuel provider is working?
- Is a fuel discount offering driving business? Are customers utilizing FRN?
- We know fueling over-the-road drivers are close to 100% when it comes to entering your store after fueling, unless you have technology that enables them not to. BUT, what is the percentage of fueling gasoline customers that enter your store after fueling. Taking it one step further, what is the percentage of those customers that actually come inside to make additional purchases after fueling other than just using your restrooms?
/// Read more Darren's Great Ideas for Independent Operators posts here.
Photo Credit: Chuck Fazio/NATSO
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