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Shoppers have more choices than ever regarding what to buy and where to shop, but more and more consumers are looking for an experience. Truck stops and travel centers can set themselves apart by being a 24/7 source of freshly made food, unique offerings, creative displays and a seamless shopping experience.
Dover Fueling Solutions’ Future of Fuel Retailing report found that 50% of consumers will likely switch fuel stations if a competitor offers a significantly enhanced customer experience.
While location and price remain critical to consumer choice, standout customer experiences are a vital differentiator for operators. “By combining crucial services with emerging trends like self-service, advanced payments and tailored pump experiences, retailers can provide the reliable, quick and convenient experiences today’s consumers desire,” said Scott Negley, senior director, product management, Dover Fueling Solutions.
Speed is critical. A survey by NATSO Services found that 81% of professional drivers had gone inside a travel center but left without purchasing food or beverages in the past month. Lines and wait times ranked among the top reasons why. Most drivers said they would be inclined to leave with- out making a purchase if they saw an average of five people in line.
Self-checkouts, kiosk ordering and automated vending can be a powerful tool to boost sales, reduce lines at cashiers and increase transaction size, Darren Schulte, NATSO’s vice president of membership said. “Vending has come a long way in a short amount of time,” he added. “Carrying the right automated retail machine can redeploy your labor and optimize your unproductive retail space.”
Speed is essential, but the NATSO Services survey found that it shouldn’t come at the expense of personal interaction. Two-thirds of respondents said that both speed of service and personal interaction with staff are important when shopping inside a travel center. That personal interaction doesn’t have to come at the checkout and could occur throughout the store or at food service areas.
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Want more Trends Shaping the Truck Stop and Travel Center Industry in 2024? Access the Eight Trends Shaping the Truck Stop and Travel Center Industry in 2024 Toolkit from the NATSO Foundation here. |
// This article was created for Stop Watch magazine, the magazine of the NATSO Foundation. The NATSO Foundation is the research, education and public outreach subsidiary of NATSO, Inc. The NATSO Foundation provides programs and products to strengthen travel plazas’ ability to meet the traveling public's needs through improved operational performance and business planning. Visit www.natsofoundation.org for more information. (Donate to the NATSO Foundation here.)
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