destination experience, it is the “little things” that really make a difference, according to Elks. “Customer service is the biggest part of our success,” he shared. “If people don’t have a good time in Disneyland, they’re not coming back.” And so, Oasis strongly believes in hiring friendly staffers who will “bend over backwards for every customer, getting to know their names and their needs.” Elks encourages all of his managers to constantly walk the store and talk to customers. “Only administrative work should get them off the floor. Exceptional customer service is the cheapest and easiest way to distinguish yourself as a retailer,” he said. Elks also applies the two-way communication philosophy to his staff. He maintains an open-door policy. “All my employees talk to me because I tell them it stays between you, me and the fencepost,” he said, adding that his turnover rate is low.
The Future Post COVID-19
Like all businesses on the planet these days, the coronavirus has had good and bad effects on Oasis Travel Center. In the negative column, four-wheel traffic has slowed down quite a bit, and overall sales are down 40
percent from last year, according to Elks. “We’ve made staffing adjustments, moving everyone around to keep everyone employed,” he explained. “It’s all hands on deck in times like these and because of everyone being so flexible, we were able to keep everyone employed.” The coronavirus temporarily halted Oasis from putting in a full commercial laundromat, but Elks hopes to get the equipment ordered very soon. “It’s a pretty hefty investment, but again, we did our research and it’s 25 minutes before you can get to a laundromat from here. We think this is going to drive a lot of revenue for us,” he said. Elks anticipates a return to a new normal soon. Preparing for that day, the retailer recently hired a new cook to create daily specials, all made from scratch. In the positive column, the coronavirus pushed Oasis to launch mobile and online ordering. “Now, we intend for it to stay forever with the company,” he said.
The 2020 Convenience Store News’ Top Women in Convenience awards program recognizes the integral role women play in convenience retailing. Women will be honored from the retailer, wholesaler and supplier communities in four different categories:
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