David Davis, partner at London-based design agency, Minale Tattersfield & Partners, presented his top tips for effective petrol station design at the recent Insight/NACS Global Convenience Benchmarks event in Dublin.
They are:
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Davis: design tips |
Maximise the opportunity for all additional revenue generation on the forecourt
- Introduce green win-win initiatives such as recycling areas
- Discover more insights about consumers’ shopping habits
- Be mindful of a more nutritionally- and taste-aware consumer with regard to food products and labeling
- Consider adding traditional favourite local foods to your menu
- Focus on details such as clean toilets/bathrooms
- Bring back in-store theatre such as baristas to serve coffee
- Remember more subliminal messages such as the smell of baking bread
- Let the colour and drama of products sing such as displays of fresh flowers and fruit
- Consider new vehicle-friendly “on the move” packaging formats that fit in dashboard cup holders
- Consider developing your own coffee brand rather than being a franchisee
- Consider more minimal and biodegradable packaging
- Innovate with display units such as Walls’ layered ice cream fridges
- Use low energy light fittings and ensure well-lit product
- Consider additional non-traditional channels of communication eg viral and online
- Consider revenue-generating Plasma/LCD monitors in strategic locations
- Optimise the layout and consider larger c-stores where appropriate
- Investigate new formats such as stand-alone or shop-in-shop farm shop
- Innovate/sell from islands for heavy items such as water on the forecourt
- Consider an enhanced car care (car/jet wash, repair/oil change) with the likelihood of longer car ownership cycles
And, observe how industry leaders operate but don’t be afraid to innovate and buck trends.