11.9 percent were attracted by promotional signage. Other promotional elements mentioned by consumers included gasoline nozzle display ads (7.5 percent), pumptoppers (5.8 percent), and car wash promotions (5.7 percent). Surprisingly, despite the trend today for increased use of mobile technology, only 5.5 percent of consumers said getting a promotion on a mobile app lured them into the store. However, that figure rises to 8.6 percent among 18- to 24-yearolds, and up to 10 percent among 35- to 44-year-olds. Less than 2 percent of consumers aged 55 or older cited an app promotion. CSN
Did any promotional elements influence your decision to buy in-store products on a recent trip to purchase gas at a c-store? Influenced by promotional elements (net) Frequent buyer/loyalty programs Banners/window signs Promotional signage Gasoline nozzle display ads Coupons dispensed from pump Pumptoppers (print advertisements on pump) Car wash promotions Mobile app promotions/deals Video displays on pump Audio music feed with messages Other Not influenced by promotional elements
42.3% 17.0% 12.5% 11.9% 7.5% 6.6% 5.8% 5.7% 5.5% 4.3% 2.3% 1.4% 57.7%
Base: 1,299 respondents who purchased gasoline at a c-store in the past month Source: Convenience Store News Realities of the Aisle Consumer Study, 2017
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