How to Outfit Your Gas Pump for Today’s Consumer
It’s no secret we live in the information age – today’s consumers are savvy, intelligent and want information. Scratch that – they NEED information. iPhones and smartphones everywhere are set with alerts for breaking news, trends, and our friends posts on Pinterest. Let’s face it, we’re in a culture where information has become collateral.
Think about the last time you were stuck in a waiting room – were your eyes pinned to the TV in the lobby? I know mine were. Today’s consumers feel disconnected when not absorbing information, and this extends to your site and your pumps!
As convenience store owners, you should be aware of this cultural phenomenon and outfit your dispensers for your consumers’ information hunger. Below is a list of items that every gas pump should have to draw in and build customer loyalty:
- TV at the pump – I have to admit it, I’m addicted to news of any type (national, sports, entertainment), and most Americans are just like me. Offer your customers something to watch as they fill up. If you’re hesitant keep in mind – the longer your consumers are watching media on your pump, the longer the fill-up time and the higher your average sale! Keep your customers at your site!
- Large color screens - We’re about to enter the year 2016, get rid of those small, black and white screens! Who doesn’t like a large color monitor? And baby boomers, the largest age segment in our economy, many times find the smaller monochrome screens harder to read. Go for a 10.4” color screen!
- Coupons at the pump – Many of today’s dispensers come with couponing capability. While you’re captivating us with the news, slip in an ad for a soda (remind me I’m thirsty!) and then offer me a chance to print a coupon. I assure you this will drive many of your customers into the store.
- Modern pumps – Last but not least, consumers like items that look new and modern. If your site looks like it was last updated in 2001, there’s a high probability potential customers are passing you by! Refit your pump with the latest dispenser, equipped with lighting and prompt assistance (“insert your card now”). Modern dispensers make it easier to equip your site with Points 1-3 above, and they are proven to improve your site's image.
Gilbarco offers the latest and most secure technology to help you outfit your pumps for today’s consumers. They also offer easy financing with low rates. Check them out at Gilbarco.com.