Fuels

Benefits of Choosing the Right Fuel Partner — and What to Look for

Photograph: CITGO

There are a vast number of fuel providers available for convenience store owners to choose from. But selecting a company that offers benefits and support can make all the difference. The right fuel partner will invest in c-store businesses and help to grow them, which is a great solution for c-store retailers and fuel providers alike. Some of the offerings that c-store retailers should look for in a fuel partner include: quality of fuel; dependability in delivery; dedication to service, marketing investment and signage/brand recognition.

Quality fuel that is reliable

Vehicles are an important investment, and using good quality fuel can keep consumers’ cars running well. Custom-blended fuel that includes nitrogen-cleaning agents can do just that by keeping engine parts—such as fuel injectors, intake valve and cylinders—clean for a smoother running engine. According to Technomic’s November 2023 C-Store Market Annual Report, more than half of consumers purchase gas at least once a week. Offering quality gasoline at c-stores that helps to keep consumers’ cars reliable isn’t only a good investment, but it also demonstrates that retailers care about their customers and their vehicles, and thus increases store traffic with returning, loyal customers.

Loyalty programs to keep customers coming back

Consumers are more likely to visit c-stores that offer a loyalty program that offers opportunities for savings. That is why partnering with a fuel provider that can deliver the services that consumers want is a better choice for c-store retailers. Utilizing a loyalty program that offers simplicity like everyday rollbacks at the pump, monthly rewards on specified days and discounts on select items in the store is key to engaging with consumers.  According to Forrester’s Retail Topic Insight Survey, 2023 having instant discount offers edges out points programs as the most important element of a loyalty program.

There are many benefits for both c-store retailers and consumers when loyalty and rewards programs are available. For retailers, there is an opportunity to build or grow a dependable customer base and increase profit margins. For consumers, they develop an affinity to the location through the everyday savings on every gallon of gas.

Brand recognition that builds trust

A brand that is recognized and trusted by consumers over the past 110 years can drive traffic, both repeat and new, to gas stations. Additionally, contemporary, modern designs that are bright, well-lit, and clean can also be appealing to consumers and make them feel safer while pumping their gas. Partnering with a fuel provider that offers these types of designs—designs that are also reasonably priced and easy to install—is a good choice for c-store retailers. Design features can include: eyebrow lighting, which brightens up the visual appeal of gas stations and attracts customers; and under deck canopy paint—which keeps the under decks of canopies looking bright and clean.

The value of a true partnership

By partnering with CITGO, c-store fueling stations receive full operational and marketing support, training, exceptional customer service, dedicated brand teams and 100% reimbursement on enhanced quality fuel and merchandise offers with an easy-to-implement loyalty program. These are just some of the reasons why CITGO is rated as one of the best branded supplier companies by independent marketers.

Some of the benefits for c-store owners that partner with CITGO include volume growth year-over-year from adding a quality brand and image. And, with the introduction of Club CITGO loyalty program, a c-store owner can expect more customer engagements, which allows members to save 20 cents per gallon on their first purchase immediately after downloading the Club CITGO app and registering, and three cents per gallon everyday savings on every gallon of CITGO gas purchased, as well as additional savings of nine cents per gallon on Triple Tuesdays and five cents per gallon on Fridays. Additionally, retailers get to provide their customers with CITGO’s newly reformulated  quality gasoline—TOP TIER™ TriCLEAN® gasoline—in three grades, with even more cleaning properties for restored power, performance, and improved engine life.

For a limited time, CITGO is offering an opportunity for retailers to add appeal and value to their stations with up to $70,000 in gas and image updates—$20,000 in TOP TIER TriCLEAN gasoline free for joining plus receive $50,000 in updates for a fresh, new, branded look. To take advantage of this opportunity or for more information, visit GoingCITGO.com.

This post is sponsored by CITGO

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