According to Sindicom (National Union of Fuel and Lubricant Distribution Companies), the country has over seven thousand such stores, moving R$ 6.8 billion per year. The main attraction is profit. Convenience stores accounted for 6.5% of the total revenue of gas stations in 2016.
Why have a convenience store?
For consumers, gas station convenience stores are strategic points for grabbing a snack and resting. These points sell food, personal hygiene products, magazines, gifts, souvenirs, and other items.
The food service group is the flagship of gas station convenience stores. To make the right investment, it is important to identify the needs of each audience. On the road, ready meals, freshly made snacks, and easy-to-carry items please those in a hurry to reach their destination. In urban areas, fresh bread for those who stopped at the gas station on the way home or lighter snacks before the gym will be more successful.
An attractive store at the gas station, with top-notch service and products, has everything to succeed, but that’s not all. The profile of the consumer of this type of business is young and demanding, so it is necessary to supply them with novelties. During Lent, meat-free snacks can be offered; freshly made coffee attracts those traveling at dawn, and for those who are always at the gas station, offer novelties like sandwich day or announce cheese bread week, etc.
Some stores offer decoration and themed gift options on commemorative dates like Mother’s Day, Children’s Day, and Valentine’s Day. Depending on the audience profile, books and magazines, some toy options, or tech products can also be sold. Some gas station convenience stores operate 24 hours, occupy a privileged area of the station, and are divided into departments. The largest ones offer more than 500 items for sale.
Product diversification and customer experience
Product mix diversification
The diversification of the product mix plays a crucial role in attracting different customer profiles to the convenience store. Providing cold drinks, fresh snacks, and healthy options not only contributes to the immediate satisfaction of the customer but also creates a positive image of the station. Studies indicate that products of this genre can represent almost a third of the store’s revenue, highlighting the importance of this strategy. Moreover, the profit margin on impulse products can reach 300%, underscoring the financial potential of diversification.
Customer experience
Enhancing the customer experience through the diversification of products offered is fundamental for establishing a lasting relationship with consumers. The possibility of offering a satisfying and personalized experience in the convenience store can make it a reference for the region, attracting new customers and retaining existing ones. Stations that have become meeting points in the late afternoons, especially with available seating and a variety of snacks, illustrate how this strategy can positively impact the business.
Investing in your convenience
Investing in conveniences with delivery, attractive promotions, good product displays, and an active presence on social media are essential practices to ensure customer satisfaction. Additionally, offering good options for snacks, sweets, and coffee is fundamental to meeting the varied demands of consumers and increasing store traffic.
Experts highlight that convenience stores have proven fundamental in the last 5 years, bringing new opportunities to the business model. The country has over seven thousand stores moving billions annually, demonstrating the economic potential of this segment in the national context.
Modern management and operations optimization
Implementation of a modern management system
The implementation of a modern management system is fundamental for optimizing the operations of the convenience store. Through this system, it is possible to offer a personalized experience to customers, ensuring efficiency in service and inventory management. The sophistication of management directly contributes to customer loyalty and increased profits.
Self-sufficiency of the convenience store
The self-sufficiency of the convenience store is essential to attract customers independently of the fuel stations. By becoming more than just a point of sale, the store can enter the leisure market, resembling a snack bar or restaurant.
Strategic positioning and self-sufficiency of the convenience store
Importance of the strategic positioning of the convenience store
The strategic positioning of the convenience store plays a crucial role in attracting customers and increasing profits. As convenience stores become self-sufficient, they attract customers independently of the fuel stations, significantly expanding the business’s reach. During the pandemic, delivery and drive-thru stood out as essential tools to preserve sales, highlighting the importance of innovative and adaptable positioning of the stores.
Economic relevance of the convenience store
The investment in convenience stores has grown considerably, reflecting the importance of this segment to the market. In this sense, with significant representation in the total revenue of gas stations, convenience stores exert a substantial economic impact in the national context. Data indicates that these conveniences can represent up to 50% of the total revenue, illustrating their economic relevance and potential to drive financial results.
Attention to details and quality
Attention to details and quality is fundamental to the success of the convenience store. From the team to the visual identity, product quality, cleanliness, and lighting of the environment, each aspect contributes to a positive customer experience. Identifying the specific needs of each audience is essential to making the right investments and ensuring consumer satisfaction. The food service group stands out as the flagship of gas station conveniences, reinforcing the importance of qualitative offerings in this segment.
The future of the convenience store in gas stations
The future of convenience stores in gas stations is closely linked to changes in consumer behavior and technological evolution. Moreover, with the growing demand for convenience and personalized experiences, stores have the potential to become even more strategic for the success and profitability of gas stations. Thus, adapting to new trends, such as integration with delivery apps and innovative solutions, will be fundamental to ensuring the continued relevance of convenience stores in the market.
Five success tips for your convenience store:
Tuned team
The store and station employees should have the same uniform and service standards. Invest in training!
Identity
The convenience store is part of the gas station’s design, so the color scheme and visual communication must harmonize with the other installations. Some unbranded gas stations even adopt the color palettes of major distributors, but the combination must be unique.
Quality
The gas station customer is in transit, so you will hardly have a chance to talk to them to explain or solve a problem related to the store’s products. Keep an eye on expiration dates, the integrity of packaging, and the operation of refrigerators, freezers, and other conservation equipment. Reliable suppliers are worth more than a small price difference.
Attention
The flagship of convenience is food service, so the store must be very clean and well-lit. Additionally, identification signs must be clear, and prices visible so the customer doesn’t waste time looking for what they want.
Special touch
The gas station convenience store is a retail store, so it’s the perfect place to profit from special dates and last-minute gifts. Offering food products with premium packaging, books, and gift suggestions for children can make the customer’s life easier. Decorating the store and betting on special options for Mother’s Day, Valentine’s Day, Christmas, etc., can increase revenue.
Do you want to make a difference and ensure the success of your convenience store? Count on the support of the only business group exclusively dedicated to the fuel station sector in Brazil, with over 25 years of expertise and offering personalized consultancy. Contact us for more information!
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Learn more about essential tips for the success of a small gas station | the importance of interior design for convenience stores at gas stations
