The 10ppl fuel promotion that triggered a price war between the supermarkets last week is nothing new – Top 50 Indie Harry Tuffins has been doing it for three years.
The Powys-based forecourt and standalone c-store operator offers 10ppl off fuel for a minimum spend of £60 in-store permanently, putting them “well ahead of the multiples”, says managing director Paul Delves.
“We’ve been doing this promotion week in week out for years,” he told Forecourt Trader. “It costs us a fortune but it’s our loyalty scheme and usp all rolled into one. It gets people shopping more with us and increased sales in the shop by 10% when we first started doing it.
“There’s a cost to it but we don’t lose money because not everyone claims it and we gain their custom in-store. Last year our sales were up 6% and this promotion might be one of the drivers of that. It also shows that some independents are ahead of the multiples.”