I think we’re all ho-ho-hoping for a good Christmas given the past few we’ve experienced, however things aren’t exactly fine and dandy out there.
With this in mind I was thinking about what would entice me to spend more money in a forecourt shop. My answer is convenience, value and something a little different.
Let me explain. If I’m hungry and I see a tempting food-to-go display then that would be convenient and hopefully delicious. Likewise, a little tempting treat that I can grab while I am queuing to pay – convenient again, but only if that shop is allowed to tempt customers under the HFSS legislation.
My local Sainsbury’s has moved everything around to accommodate the legislation and now has a massive wall of Celebrations, Heroes, Roses and Quality Street next to the fruit and veg. What is more, all the tubs are on offer at £3.50 each.
Of course, you can’t be expected to compete with those prices but many of you will have some great deals courtesy of Nisa or Londis or Spar. If you do make sure punters can see them. I was in a forecourt the other day and there was all this pos material saying ‘great prices’ but the items did not have prices next to them. Shoppers are much more canny nowadays and won’t fall for a special offer when you can’t exactly see what’s special about it. That said, I have picked up some great bargains on my travels around forecourts and always been very pleased with them.
As for that ‘something a little different’, local suppliers are always good for these things. Maybe a local wine or even gin to impress guests at Christmas or a hamper made out of local lines for a gift. Forecourt retailers are getting increasingly good at sourcing local or different lines and can really cash in when customers have superstore-fatigue after seeing the same old products everywhere they go.
This Christmas is another long weekend and many people will just want to shut the door and spend time with the family. But remember, lots of households will forget things for the Big Day. Batteries are always forgotten – or at least the right type for the new toy. As well as things like cranberry sauce for the turkey or sherry for Aunt Alice.
I say this every December but if you are opening over the Christmas break, do make sure people know. Put up a Christmas opening times poster so people will know where they can go – locally – for distress purchases.
Merry Christmas!
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