CX Solutions for the Petro-Convenience Industry
We find that when it comes to consumers selecting a gas station, what drives satisfaction is much more than just gas price! A clean, well-maintained location, good brand imaging, and a problem free experience is critical to customer satisfaction.
3 ways Market Force can help gas station and convenience store operators
Manage your assets
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 petro-convenience brand standards. Every location can be measured on any number of attributes. 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.
Act on consumer feedback
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 center.
All measurement channels, including customer experience surveys, feed into our Knowledge Force 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.
Grow volume and c-store sales
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 specializes 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!
Phillips 66 Launches Retail Excellence Program
Phillips 66 found that locations that received monthly mystery shops, along with reports that pinpointed action plans for improvement, reported higher customer satisfaction. At 8000+ locations, results from monthly mystery shops and customer surveys were coupled with financial data, and powerful, predictive analytics to pinpoint what matters most to consumers and what specific changes at each location would have the biggest impact on sales.
Market Force's Fuel Sales Forecaster
Market Force has developed a new site-based reporting tool allowing marketers and operators to determine how improvements in brand standards compliance will increase fuel volume sales. The Fuel Sales Forecaster combines insights gathered from mystery shopping and audit programs to provide insights into which levers sites can pull to drive increases in gallons sold. Learn more by downloading the data sheet.
To discuss your needs for improving performance for your multi-location brand, give us a call.
We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!