As a convenience store, it's not only important to have a high volume of customers, but you want those customers to spend as much as possible at every visit. Often times, customers will fill up at the pump and leave or stop in the store for just one item. These are common missed opportunities at convenience stores that can easily be fixed. Here are just a few ways that you can increase sales per customer:
Carry What They Want
There are several factors that come into play when deciding what your store should carry, and no two stores are exactly the same. To decide what is right for your store, you need to analyze location and determine a target customer profile. Carry inventory and cater marketing to that target customer. Are you near a high school? Products will be very different for high school students vs. retired individuals. Are you near a beach or somewhere it snows? This will determine if you should have sunscreen or shovels!
Store Layout & Merchandising
When browsing your store, it should be very easy for customers to find naturally-related merchandise easily. If your store is near the beach, you should have sunglasses, sunscreen, beach towels and hats by the cold drinks. Most customers wont walk around your entire store to get ideas of things to buy. Often times, customers already know what they want before they go into your store. Give them ideas of other items that are related to their purchase so that their basket size increases.
Bring Them Inside
One of the main struggles c-stores face is watching the majority of their customers fill up at the pump and never come inside the store. Many convenience stores already have advertisements at the pump luring in customers. Many times, as we know, this isn't a very successful approach. One of the most successful ways to do this is highlighted in the next point:
Use a Loyalty Program
You can't increase a customer's spend if they aren't there in the first place. Put some effort into communicating with your customers when they aren't in your store in order by using a loyalty program to create the desire to return. Offer discounts for members on items that are commonly purchased with other items. For example, if you offer buy one get one free on muffins, they will probably want to get coffee or another beverage additionally.
Bottom line: loyal customers not only stop in more often, but usually have a higher spend per visit. To learn more about creating loyal customers, download our ultimate guide below.