Would your customers travel a bit further, or even go out of their way, to visit your gas station because they like the convenience store? Turns out, over half of consumers say they would. A great in-store experience really makes a difference, especially when it’s combined with a generous loyalty program, easy payment options, and fresh, tasty food.
Now that there are more electric cars on the road, the role of gas stations and convenience stores is evolving. Electric vehicle (EV) drivers need to stop and charge, and that often means they’re waiting around for longer at the station. So, if your store is clean and welcoming, is well-stocked with food and essentials, and it’s easy for customers to get what they need and go, they are more likely to make the most of their visit, spend more while they wait, and even come back next time.
Here are 9 simple but effective ways to draw more visitors into your gas station convenience store and boost sales:
1. Make a great first impression
First impressions count, and for gas stations, that starts with how your forecourt and surrounding site look and feel. One study from YouGov found that 69% of drivers choose a gas station for its convenient location. Feeling safe (50%) and clean facilities (42%) also play a big part in building loyalty and trust.
What to do:
- Keep the forecourt and store entrance clean and free of clutter.
- Use lighting strategically to create a warm and secure atmosphere, especially at night.
- Maintain restrooms to a high standard; many drivers really value bathroom cleanliness.
- Add greenery, seating, or music to make the space more inviting.
2. Turn your store into a desirable destination
Your customers might not want to just fill or charge their cars and hit the road. These days, they expect much more. Take Gloucester Services, ranked the UK’s top motorway service station. With floor-to-ceiling windows overlooking a lake and an on-site herb garden, it’s not your average pit stop. Visitors can enjoy a hearty, home-cooked meal, buy regional cheeses and freshly baked bread from the on-site farm shop or even let their kids play in the indoor or outdoor play areas. Stations like this are setting a new standard, showing how the right experience can turn a quick pit-stop into a destination.
What to do:
- Include amenities like free wi-fi, seating areas, or play zones.
- Let customers check out quickly with self-service technologies
- Showcase regional specialties and impulse buys near the checkout area.
- Accept contactless and mobile payments to keep transactions smooth and fast.
- Train your team to deliver friendly and attentive service.
3. Provide healthy, fresh, and on-the-go food options
Food service is one of the main reasons why people might choose one convenience store over another. It’s also a big revenue driver. According to the National Association of Convenience Stores, in the US, nearly one in three in-store purchases now come from food service, and the majority of that is prepared food. It’s a powerful shift that reflects how convenience stores are becoming known for fresh, tasty meals on the go, not just crisps and soda.
What to do:
- Stock a selection of fresh, ready-to-eat meals, salads, and sandwiches.
- Make available healthier snacks and drinks options.
- Highlight local brands or specialty products to differentiate from competitors.
- Rotate seasonal or limited time offers to keep things relevant and exciting.
4. Give EV drivers a reason to stay
There are more electric cars on the road than ever. Off the back of 17 million EV sales globally last year, now the International Energy Agency expects more than one in four cars sold worldwide to be electric. With this growth, we’re also seeing a change in customer habits at the gas station: more drivers are stopping to charge, and they’re staying longer. That extended dwell time is a golden opportunity to boost spending in your store, especially if you offer comfort, convenience, and enticing extras.
What to do:
- Install high-speed EV chargers to attract new traffic.
- Offer comfortable indoor or outdoor waiting areas with seating and wi-fi.
- Promote meal combos, coffee, or entertainment options.
- Expand your retail offering and make more food and convenience products available.
5. Launch a loyalty program
As is the case across the wider retail space, loyalty programs are a great way to engage with your customers and build lasting relationships with them. The most successful convenience store retailers use mobile apps, personalized offers and tiered rewards to keep customers engaged and drive return visits, bigger baskets, and real emotional connection. That could look like sending them a targeted offer when they’re nearby, giving them a special discount on their favorite drink, or the convenience of ordering ahead.
What to do:
- Reward your regulars and encourage repeat visits with loyalty perks.
- Use a simple points system redeemable for fuel or store discounts.
- Offer app-based rewards with digital coupons and birthday offers.
- Use past purchase data to deliver targeted promotions.
- Make it easy to sign up, ideally at checkout or on their smartphone.
6. Get smart with promotions and store signage
People won’t buy what they can’t see and in an environment like a gas station, good visual cues can be the difference between closing or missing a sale. Eye-catching signage guides behavior and influences purchasing decisions. It can be updated to showcase products and promotions based on the time of day, inventory levels, or even customer demographics. This agility helps you communicate the right message at the right time and boost impulse purchases.
What to do:
- Use bold, clear signage to highlight deals at the pump and in store.
- Bundle fuel with drink and/or snack deals (for example: “Spend €75 on fuel and get a coffee. for €1”).
- Update signage regularly to keep the store feeling fresh.
- Use digital signage or screens for relevant, eye-catching promotions.
7. Embrace automation to simplify operations
Strong customer experiences are built on smart, efficient operations and, today, that often means using automation to do some of the heavy lifting. More and more convenience stores are jumping on board with automated solutions, from scan-and-go apps to semi-automated kitchens cooking up fresh food, so they can serve customers faster, waste less, and keep stock levels in check. When used thoughtfully, automation becomes a powerful support system for your team, freeing them up from repetitive tasks so they can focus on delivering great service.
What to do:
- Invest in inventory tools that automate replenishment.
- Use smart shelves or alerts to monitor stock levels in real time.
- Implement kitchen display systems (KDS) to speed up food service.
- Analyze sales data to spot trends and optimize store layouts and ordering.
8. Get the most from your fuel pricing strategy
Fuel is, of course, the main reason most customers stop at a gas station. Yet the way you price and promote it can have a big impact on your success. By using data to understand local market dynamics and customer habits, you can implement smarter pricing strategies, targeted promotions and loyalty programs that enhance overall profitability. Research also shows that fuel buyers often make additional purchases once they’re at the pump, especially when they feel they’re getting value from a trusted brand.
What to do:
- Offer loyalty-based fuel discounts tied to in-store purchases.
- Promote fuel deals through social media or local apps.
- Monitor competitor pricing and adjust dynamically where possible.
- Use receipts or pumps to upsell store offers (for example: “Show this receipt for 10% off a coffee and a sandwich”).
9. Stand out with local connections and regional produce
A strong local presence builds loyalty and gives your convenience store a personality that big supermarket chains can struggle to replicate. When your food offer reflects local tastes and you stock regional products, it tells customers you understand what they like. Add to that a sense of community and familiarity, and you can become a trusted neighborhood spot.
What to do:
- Stock local foods and regional produce to create a sense of local identity.
- Offer deals to nearby workers, commuters, or sports fans.
- Use your social media to highlight local stories and events.
Ready to turn your gas station into a go-to destination? Contact our team of experts about how our software solutions for forecourt and convenience store businesses can help you optimize pricing, streamline operations, and boost loyalty.
