CHICAGO -- First impressions are a powerful factor in winning the business of fuel customers and encouraging them to enter the store. A recent consumer survey conducted by CSP and GasBuddy shows just how influential a clean site, restrooms and marketing can be in sealing the deal.
“What customers encounter when they look at a retailer’s station has a far larger influence on their opinion than brand reputations or the opinions of their friends and family,” said Frank Beard, analyst for c-store trends for Boston-based GasBuddy. “This means retailers cannot afford to have dirty and messy forecourts, visually unappealing or deteriorating stores, and low-quality lighting. These elements set the stage for the rest of the customer experience.”
As part of its collaboration with CSP, GasBuddy collected more than 15,000 responses from June 28 to July 2 from users of its fuel price and c-store information app, through an in-app challenge. Here are some highlights of the survey that demonstrate the power of first impressions ...