Visibility while driving in difficult conditions will be at the forefront of motorists needs from petrol station car care sections during harsher, darker weather conditions.
So maintains Chris Nuttall, head of forecourts UK Newco. Think de-icers – trigger-spray and cans – ice-scrapers and gloves, sub-zero temperature screenwash, and microfibre cloths, and internal windscreen de-mister pads.
“As autumn and winter arrives it generally brings shorter, dark days and more difficult driving conditions. At this time it is vital that forecourt operators review their car care range to ensure it reflects this change in seasonal demand,” says Nuttall.
New for this year, and helping to prevent steamed up windows, Alliance Distribution Group is introducing the Brookstone Reusable Car Dehumidifier (rrp £7.99), which gives a margin of over 40%. The supplier describes the product as an impulse purchase to help drivers tackle condensation and damp interiors.
Preparing for the worst
The smooth running of vehicles becomes more of an issue in freezing conditions too, and forecourt shops should be stocked up on antifreeze, and coolant.
With drivers preparing their cars for winter there is likely to be greater demand for engine oil: the most common grades to have are 5W-30 and 5W-40, says Nuttall.
And cold weather can also cause problems with traditional car batteries, so it is essential to have a good stock of jump cables, he adds.
High levels of road gritting in cold temperatures and the resulting significant amount of dirt, salt and spray build-up on windscreens, makes screenwash one of the highest volume seasonal lines during autumn/winter. As a result, Nuttall says, retailers should consider running ‘two for a price’ promotions on these products.
And he urges forecourt operators to display five-litre ready-to-use packs of screenwash inside the store, as well as in outside bunkers, to capture last minute impulse sales.
To make the most of the winter opportunity, says Nuttall, consider multiple displays of seasonal lines throughout the store. “It is a good idea to merchandise them near to the tills or adjacent to screenwash where space allows,” he suggests. “Clear seasonal displays can often help to remind customers to purchase products such as de-icer before poor weather arrives.”
Alliance Distribution Group has a solution for easy secondary displays of essentials such as antifreeze and screenwash, with a Unipart-branded floor stand.
At the same time retailers should cut back on displays of summer products – although many do sell year-round – such as bug and insect removers, and car wash and detailing products which Nuttall says are “aimed primarily at fair-weather enthusiasts”.
He adds: “These products should not necessarily disappear entirely, but space can certainly be reduced so that autumn and winter products have more room when the demand is likely to be higher.”
CHECKLIST: The strongest-performing autumn and winter car care categories are typically:
- Screenwash
- De-icer
- Antifreeze and coolant
- Ice scrapers, and winter accessories
- Engine oil top-ups, and fuel treatments
- Battery maintenance products
Source: Newco
Christmas gifting and impulse sales
And then there is the Christmas gifting opportunity, with many festive-themed lines appealing as impulse purchases.
Premium microfibre cleaning kits; car care gift packs; dashboard and interior cleaning packs; air fresheners; compact torches and emergency breakdown kits, will be of interest to shoppers looking for affordable and practical presents. Such products are particularly effective when displayed in dedicated seasonal gifting areas, says Nuttall.
Alliance Distribution Group has a range of Christmas-themed hanging air fresheners, retailing at £2.99, which it describes as affordable stocking fillers.
Emergency products for winter
Fellow supplier Convenience Distribution Group (CDG) says that it monitors the weather closely to assist customers on when to put less emphasis on summer favourites such as air fresheners and valeting products – to transition ranges to the colder months.
Fast moving and more winter-based lines include replacement car lightbulbs and windscreen wipers.
“Because of the amount of daylight we have during the summer, car headlights in particular don’t often get used, but as soon as the nights start drawing in and are used more often, this becomes an important range to stock for many motorists who know how to replace bulbs themselves, allowing them to continue their journey legally and safely,” says CDG sales & marketing manager Steve Browne.
“The same goes for windscreen wipers where the weather is generally colder and wetter, therefore the windscreen wipers are used more often and if they should fail, most replacements are easy to fit, and this means motorists can carry on with their journey legally and safely,” he adds.
Other winter lines, that he says are important for forecourts to stock, include emergency products such as battery jump cables, high visibility or light up warning triangles, high visibility waistcoats, torches, tyre pumps, tyre weld, tow ropes, windscreen protectors, ice scrapers and de-mister pads.
“The majority of car care lines don’t change, but the sales will increase on some lines and decrease on others,” he says.
To assist customers, CDG produces winter planograms, detailing products to concentrate on, while reducing stockholding of others.
“Valeting products sell all year round, so it is important to keep good stocks of washing and cleaning products, and not forgetting air fresheners.
“But lines such as screenwash and antifreeze/engine coolant will increase in sales, so when we make our regular personalised site visits, we are discussing increasing the stockholding on these lines.
“And when the time is right, our field salespeople will discuss the introduction of small amounts of lines including de-icer and ice screen wash, so that any disciplined motorist who likes to be prepared, are catered for.”
It is worth starting early
In essence, it is worth retailers getting behind the autumn/winter opportunity for car care, stresses Nuttall. “For forecourt retailers, seasonal car care products can generate strong incremental revenue because they are often purchased out of immediate, or perceived urgent need.
“Sudden cold spells can create substantial increases in sales, so the message is to be prepared and hold higher screenwash stocks in autumn and winter than might be held in summer.
“Whilst exact sales vary by retailer, location and weather conditions, autumn and winter can often account for around 30-40% of annual car care products, with winter screenwash, de-icer and antifreeze playing a significant part.
“The key for forecourt operators is to try to anticipate demand before the first period of severe weather – not easy but very valuable nonetheless.”
He adds: ”Autumn and winter remain crucial trading periods for forecourt car care. Products such as screenwash, de-icer, antifreeze and engine oil become essential purchases rather than discretionary ones.
“Retailers who stock early, merchandise prominently and focus on winter motoring essentials are best placed to benefit from seasonal demand and deliver the products motorists need when conditions deteriorate.”
