How to increase sales of non-oil products at gas stations?
In the development process of the gas station industry, many companies have basically focused on the sales of oil products. When the profits from oil product sales are considerable, the companies can also obtain better returns.
However, in today’s industry situation, in addition to oil products, using non-oil product sales to diversify the profit structure can help gas station companies grow more healthily.
Let’s take a look at how different countries are doing in terms of non-oil marketing.
In the 1950s, the United States was the birthplace of the non-oil business of gas stations. Gas stations successively launched car repair services.
Through non-oil services, they realized a diversified structure and quickly occupied the leading position of convenience stores.
Not only provided passengers with car services such as tire inflation and car cleaning but also sold daily necessities, catering, newspapers, lottery tickets, etc.
With the rapid development of non-oil products, the overall non-oil sales business of gas stations accounts for 40% of the US retail business market.
South Korea: The non-oil business mainly relies on the sales and construction of refined oil products at gas stations.
Therefore, its automotive services are very closely related to its refined oil business. In addition, it provides one-stop services around automobile peripheral services.
On the one hand, it focuses on convenience store brands. Specifically, It mainly provides goods and services to gas customers in convenience stores.
On the other hand, it focuses on auto repair brands and provides auto repair services to passing tourists. It has achieved impressive results, with oil product sales increasing by more than 10% and overall operating income increasing by 36%.
China: China’s domestic non-oil business has not developed for a long time. In the early stage, it mainly learned from excellent foreign cases and focused on how to apply them domestically.
As the non-oil business gradually matures, the focus of non-oil development has gradually shifted to the development of marketing strategies.
At present, the convenience store business market of China’s gas stations is dominated by PetroChina and Sinopec, supplemented by other foreign capital and small oil companies.
Due to the rapid expansion of gas stations and convenience stores in the country in recent years, competition in the overall market has become fierce.
Only by seeking innovative service development can we find a way out in the fierce market environment.
Actively explore emerging business models such as automobile insurance, specialty commodities, advertising, and leisure.
Nowadays, some gas station companies have launched non-oil models such as branded coffee and joint catering, seeking new development ideas for the gas station industry.
Consumers’ attention to non-petroleum services at gas stations and purchase type preferences
According to statistics, among gas station consumers, 2% will buy rice, flour, and oil, 12.5% will buy car supplies, 8.7% will buy toiletries, 50.6% will buy drinks, 34% will buy snacks, and 4% will buy alcohol, 18.4% will buy cigarettes.
Reasons why car owners don’t go shopping in stores
Among the statistics of “reasons for not entering the store for consumption”, 33% of the respondents were because “gas cards cannot consume goods”, 29% were because of “incomplete varieties”, 26% were because “do not conform to consumption habits”, and 26% were because “the products are not available with gas cards”. “The price is too high” accounted for 15%.
In addition, “it is inconvenient to queue for refueling and parking”, “the quality is not guaranteed”, “the service attitude is not good” and other reasons have less impact.
Reasons why fuel vehicle owners come to the store to make purchases
Regarding gas car owners who come into the store to consume gas, in these statistics, the first place is “refueling and consumption on the way”, accounting for 36%.
The second place is “entering the store to handle recharge business and consumption on the way”, accounting for 28%.
The third category is “shopping while going to the gas station to use the restroom”, accounting for 21%.
Those who go to convenience stores specifically for shopping account for 9%, and those who do other things and go to convenience stores temporarily for shopping account for 6%.
At present, the problems existing in the non-oil market are nothing more than a “lack of catering business” and “incomplete value-added service functions”.
However, if we dig deeper, there are also problems such as “lack of representative brand products” and “poor service quality and efficiency of gas stations”.
There are several ways to provide non-oil business quality as follows:
1. Establish a professional company
2. Market-based selection and employment of personnel
3. Keep non-oil grounded
4. Customer experience and making non-oil warm
5. Establish a membership system and enable data
6. Create your own brand, expand your influence, and make capital operations come alive
7. Enrich product categories and optimize prices
8. Promote asset classification management
9. Focus on hot topics to attract traffic, take advantage of the opportunity for marketing, and make non-oil products younger
10. Fans become channels, flexibly allocate, and diversify sales channels
11. Prevent risks and develop healthily
Whether it is combined with the development history of foreign gas stations or research and analysis of the non-oil situation of domestic gas stations, it can be used as a reference for enterprises to develop non-oil businesses.