In recent years, well-known regional and national brands have replaced outdated manual copy boards and incandescent display technology with electronic LED displays. Why? Because digital message boards are the most effective tool for driving new customers to your station, and for bringing them from the pump into the store.
Today, digital signage plays a vital role in a c-store’s merchandizing efforts. In a recent study involving a national c-store, the retailer reported how effectively signs outside the facility funneled people inside. Once there, in-store displays and loyalty programs convert consumers into customers.1
Converting Pumpers to Shoppers
Some 73% of customers buy fuel without entering the store.2 When the store uses an outdoor LED sign as an advertising medium, it drives consumers inside to pick up a soda, grab a fresh sandwich, use the ATM machine, or buy a bottle of aspirin. Today’s convenience stores use message centers to transform a passerby into a loyal customer by promoting inventory relevant to his/her needs.
Since owners face many obstacles today, it’s important to seize any available advantage. Low in-store traffic is just one of countless challenges c-stores currently face. Fuel margins are weak; swipe fees are high. Dollar stores are competing with c-stores by selling tobacco and alcohol.3 Also, competition from other c-stores has increased dramatically. 148,136 new facilities opened in 2011, more than at any other time.4
An outdoor LED sign broadcasts the c-store’s inventory to a constant stream of consumers. And even in this economy, nine out of ten shoppers of all ages admit to buying items not on the shopping list.5 Fewer and fewer consumers plan ahead—they’re busy, stressed out, and looking for bargains.6 DrugStoreNews reports that 61% of shoppers buy one to three items not on their lists. The article goes on to state that “if you reach a particular shopper at the right moment with the right message it can end with that item being added to their basket.”7
Flexibility Sells
On-the-go viewers notice digital displays because, unlike static signs, they change. They also can be changed instantly to take advantage of external conditions, such as events, the weather, or time of day to boost sales. For example, a c-store can welcome visitors to the city’s golf tournament along with a daily special promotion. Record high temps? Run a message about what’s in the cold vault. Late afternoon? Post take-home dinner options.
Another advantage of an LED sign’s flexibility is how a single display can sell a wide variety of goods and services. Owners can use one LED sign to sell products and amenities as different as alternative fuel, energy drinks, cooler items, clean bathrooms, roller grill options, ATM machine access, a car wash, and cigarettes.
C-stores also increase relevancy to their customers with customized messages specific to certain demographic groups. People pay attention to localized messages on digital displays. For example, experts predict that the Latino population’s spending power is more than $1.4 trillion. Hispanics want certain items, such as sugar cane Mexican Coke, pre-paid phone cards, and they appreciate stores with Spanish-speaking employees.8 A message center is the economical solution to attract specific customer groups in the area.
Outdoor LED signs empower the convenience store owner to compete in a tough industry and relate to customers in a distinct way. An LED sign is a cost-effective solution that:
- Provides an advertising media the owner completely controls.
- Takes full advantage of impulse buying.
- Reaches many different customers, not just one broad group.
Vic Wenner leads the national account sales team at Daktronics. The team specializes in creating cutting-edge, turnkey digital signage solutions for national and regional brands. Wenner holds degrees from the University of Maryland and Pepperdine University. Daktronics is a world leading supplier of computer-programmable displays, large screen video displays, digital billboards, electronic scoreboards and control systems. www.daktronics.com
Works Cited:
1 Quinn, Tim, “Boost Sales by Understanding Your Consumer,” Convenience Store News, February 2012, p. 47.
2 Soverinsky, Jerry, “Bringing the Store to the Pump.” NACS, October 2012, p.105.
3 Soverinsky, Jerry,“The Race for Space.” NACS, October 2012, p. 56.
4“Convenience Industry Store Count.” NACS, February 2012, p. 38.
5 Tuttle, Brad, “Millennials Are Biggest Suckers for Selfish Impulse Buys,” Time Business and Money, April 27, 2012. http://business.time.com/2012/04/27/millennials-are-biggest-suckers-for-selfish-impulse-buys/
6 2012 Shopper Engagement Study. www.popai.com/engage/docs/Media-Topline-Final.pdf
7 Tuttle, Brad, “Millennials Are Biggest Suckers for Selfish Impulse Buys,” Time Business and Money, April 27, 2012. http://business.time.com/2012/04/27/millennials-are-biggest-suckers-for-selfish-impulse-buys/
8 Garbato, Debby, “The Hispanic Heartland,” NACS, October 2012, p. 80.
