Sometimes we don’t realise we need something until we see it. Anti-glare, night-driving glasses, for example, or a car air freshener or even a Dachshund-shaped novelty door stop. These are just some of the many products available from pumptop promotion company DSL.
Director Karanbir Landa says such products tap into pure impulse. “Forecourt customers are often in a mindset of immediacy – topping up fuel, grabbing essentials and moving on. These small, visible products create that moment of “I could do with one of those.” Price plays a role, but it’s secondary. Convenience, visibility and relevance win. If a product solves a problem on the spot – like a charging cable, fragrance, or car care item – it gets picked up.”
Top 50 Indie Park Garage Group is just one of DSL’s many satisfied customers. The company’s head of operations, Ian Cawley, says pumptop products are a key part of its wider retail strategy because they offer a direct and immediate way to communicate with customers.
“When someone is filling up, it’s a moment of undistracted attention, and that’s powerful. These promotions act as a visual prompt to bring customers into the shop, increase awareness of current offers and drive incremental sales. They’re simple, effective and help turn a routine visit into a retail opportunity.”
He adds that they remain highly relevant because of how they capture attention in a non-intrusive but impactful way. “In a world where digital ads can be overwhelming, pumptop promotions stand out by being timely, targeted and physical. They’re right in front of the customer at a key moment – when they’re likely to act on impulse and step into the store.”
Landa says his team travels extensively, sources globally and reacts fast. “Our Far East buying trips are critical in spotting innovation early – whether that’s packaging, tech enhancements or fragrance profiles. Internally, our data team tracks sell-out trends across hundreds of UK sites, allowing us to pivot ranges quickly. We’re also active on social platforms, watching what consumers are engaging with, then translating that into retail-ready solutions.”
Seasonal sales
Over the past 12 months, DSL’s stand-out performers have been phone accessories, car fragrances and items for seasonal events such as Valentine’s Day and Halloween.
“These products win because they solve real problems in the moment – low battery, messy interiors or forgotten essentials. We’ve leaned into high-impact packaging and trend-driven design, which make our displays retail-ready and hard to ignore.”
Cawley agrees, saying seasonal items always perform strongly – things like sunglasses in the summer, Halloween-themed products in autumn, and portable fans during heatwaves. “These timely, relevant lines really catch the customer’s eye and drive impulse purchases.”
Landa explains that ranges are tailored to different sites. “We believe a one-size-fits-all approach doesn’t work at forecourt level. Urban locations lean more into phone tech and fashion-led items, while rural or travel corridor forecourts drive stronger results on automotive maintenance and wellness products. We provide regional sales teams and account managers with data-led suggestions to ensure the right stock lands in the right place.”
He says the secret to success with pump-top promotions is consistency and theatre. “The top-performing forecourts treat this space seriously. They execute displays with care, refresh ranges monthly and create a sense of newness and urgency. It’s not just about the product – it’s about the way it’s presented. Our pumptop crowner displays, for example, are designed to catch the eye in under three seconds. Our best retail partners make full use of these and lean into our promotional calendar.”
Cawley says they always make sure that promoted products are clearly displayed inside the store. “When customers see something advertised at the pump and then find it easily inside, it creates a seamless experience and increases the likelihood of a purchase. It absolutely helps boost sales and reinforces brand trust,” he explains.
He adds that DSL are fantastic to work with. “They’re reliable, responsive and really get what we’re trying to achieve. From helping us choose the right products to managing logistics and displays, their service is top-notch. It’s great having a partner that understands retail and actively contributes to our success.”
Gadgets are a ‘must’
When it comes to gadgets, Cawley says mobile phone accessories are a ‘must’.
“Selling mobile accessories is about meeting the everyday needs of our customers. People are constantly on the go and rely heavily on their phones for navigation, communication and entertainment. Offering chargers, cables and mounts adds convenience and, when someone forgets an essential, they’re grateful we have it. It turns our store into more than just a place to grab snacks – it becomes a genuinely useful stop.”
Park Garage Group dedicates a prominent, easy-to-spot space near the tills or in other high-footfall areas in its stores to mobile accessories. “They don’t require a lot of space, but when placed strategically, they deliver strong returns. Even a compact display can have a big impact when the product selection is right,” says Cawley.
“We work to a must-stock list of our 10 best-selling lines, which ensures we always have the essentials available. It’s all the obvious items – iPhone and Samsung chargers, USB-C cables, in-car chargers and phone mounts. These are the products our customers look for the most, so it’s critical to keep them in stock at all times.
Guy White, owner of the Laurels Service Station in Horncastle, also knows it’s important to stock mobile phone accessories.
For these products, he uses Gadjet. “We have a good tight range on a stand that we have to assist the customer with, and products sell very well. These are quality products, not the cheapest, but they’re very good. I have tried some cheaper alternatives and that was a mistake.
“Cables are definitely the big seller and, more recently, power banks. Margins are good and we’re thinking about creating more space and adding to the range going forward.”
