Petrol Stations & Convenience Stores

Grow fuel volume and c-store sales

Quick, clean, hassle-free. It’s the brand promise of every convenience store. How do you beat the competition with a superior customer experience? 


Your brand may be one of the majors or a regional player working with marketers, distributors, or corporately owned locations. No matter who owns and operates a location, that location needs to execute on the brand's standards. Our Analytics and Insights team has proven time and again that a clean, well-run location increases fuel volume and c-store sales. That means everything from clean fuel dispensers at the pump to clean restrooms in the c-store to a friendly and efficient cashier. 

Our mystery shopping solutions assess execution on your petrol-convenience brand standards. Every location can be measured on any number of attributes, answering questions like: 

  • Do amenities like car wash, air, and pumps work? 
  • Is signage on pumps compliant with EPA regulations?
  • Are correct c-store POPS materials in place?

Ensuring that you have the highest quality operational excellence for each of your locations will help your brand increase its fuel volume and help marketers and operators increase their c-store sales in this highly competitive market. 

How do you obtain feedback on the pump and c-store experience from busy consumers? Market Force has found that short surveys targeting smart phones and loyalty card holders works best. SMS text and QR codes, as well as email pushes to loyalty card members, provide the richest data at the location level. Our questionnaires focus on a few questions coupled with open-ended text and the option to have additional questions should consumers want to give more feedback. We can also alert managers to serious problems or route problem experiences to our contact centre. 

All measurement channels, including customer experience surveys, feed into our KnowledgeForce reporting platform. Operators can review feedback and coach team members on how to better serve consumers--and provide them with instant recognition when consumers compliment them for great service. That creates pride in the brand and helps you grow market share in this extremely competitive space. 

You undoubtedly measure your locations on gallons sold. But do you know the drivers of volume? Allow yourself to be surprised--it's not just about price. Market Force's Analytics and Insights specialises in predictive modeling for the petro-convenience space. Our work has identified specific drivers of fuel volume related to site attributes, available amenities, operational excellence, consumer experience, and consumer complaints. The models show where to focus an operator's time and attention to gain more market share within their competitive space, focusing on the things that can be controlled within his or her four walls. 

When you have a clear business case for requiring excellent operational excellence and a focus on the consumer experience, your potential customers will take notice and want to carry your flag. That's a win for everyone. 


Few fuel customers have used a petrol/convenience mobile app, but Shell Motorist is the most frequently used. Consumers generally use the mobile apps to compare pricing and locate petrol stations. Our research also found that about three quarters of consumer fuel spend goes to grocery brands rather than a petrol-convenience brand. Take a look at our research to learn about which brands score best and what drives a great experience. 


Thought Leadership

Measure Gas Station & Convenience Store Customer Service | Market Force
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