C&I Retailing Magazine April-May 2022

Page 68


TOP 10 WAYS for an indie service station to remain competitive Dan Armes, Founder, ServoPro provides 10 handy tips to make an independent service station stand out against its competitors.


ndependent service station owners are always looking for ways to remain competitive against major petrol station chains. There are limits to what you can do regarding the price of fuel, so it’s time to look at a few factors that are within the control of the independent service station owner. There are plenty of ways that you can drive business and put your best foot forward that don’t involve cutting prices. Let’s explore the top 10 ways we encourage ServoPro members to stay competitive against their much larger competitors.


DAN ARMES Founder ServoPro

There’s nothing that people love more than a deal, and many are constantly on the lookout for a good one. By offering strong retail offers at your service station, you’re providing a large portion of your customer base a reason to choose you over a competitor. Choosing specific days of the week for special promotional offers, like deals on coffee on Mondays to get customers revved up, or doughnut deals on Fridays to act as a special treat heading into the weekend. Be creative and flexible with your promotional strategy to gain the attention of potential customers.


Good customer service puts a smile on someone’s face, but great customer service sticks with someone all day and keeps them coming back. You can promote great customer 68 April/May 2022 | C&I | www.c-store.com.au

service by encouraging your employees to get to know the regulars – not just learning their names, but knowing what they order and small facts about them. There’s almost no better feeling than being known and recognised within the community, and if your service station is a place where that can happen, people will remember you and make a point to choose your station above others.


What better way to incentivise loyalty than through loyalty programs? You can start one of these handy campaigns by using an old-fashioned punch card or going digital and asking for customers to plug in their phone number or email address every time they make a purchase at your petrol station. Loyalty programs offer rewards to your customers and encourage them to return to get those rewards, for example, 10 fill-ups at the pump could earn them a free coffee.


These days, everyone is on social media – and that should include your service station. Utilising social media is the best way to get eyes on your business and to engage with your customer base. It’s not just great for your existing customers, it can also be a great tool to entice a new audience to come through your doors as well. Looping back to point number one, you can always offer deals that are unique to social media to incentivise people to follow you and stay tuned for updates.