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List of related products at gas stations. Complex food supplies

In the West, gas stations have long ceased to be exclusively a source of fuel for a car. This location is successfully used for retail related products, and, as statistics confirm, gas station owners receive up to 70% of their profits thanks to their stores.

According to surveys, 85% of domestic motorists consider the presence of a store near a gas station to be a serious advantage. This format of retail trade is being actively developed by domestic entrepreneurs; the main thing is to organize trade correctly.

Convenience store format at gas stations

Small shops (mini-markets) near gas stations are retail outlets, usually open 24 hours a day and offering food and household goods to customers everyday needs. In the West, this format is called “convenience store”, which means convenient store or convenience store. Experts call stores near gas stations gas station retail.

Practice shows that it is advisable to open a convenience store both at gas stations on highways and at city gas stations. A gas station is a location where there is a constant flow of people, and, accordingly, the chances of getting a buyer are very high. Research shows that more than 60% of people have visited a store near gas stations at least once. And the success of a retail outlet depends on the entrepreneur’s ability to adapt it to the requirements of the target audience.

Prospects

Abroad trading format convenience store has been successfully developing over the past 90 years, including periods economic crises. The largest number of such outlets are in the USA, Great Britain, Norway, Japan, and European countries, for example, Sweden, are not far behind.

Customers are attracted to convenience stores near gas stations due to such advantages as their location in high-traffic areas, long time work (often 24/7), availability of the most popular products, fresh ones, as well as fast service. Entrepreneurs, in turn, can count on high margins - prices in such outlets are higher than in standard supermarkets.

Business organization

The idea of opening a convenience store store today they are sold at many gas stations, therefore, in order to withstand competition, you first need to carry out marketing research, which will allow us to determine target audience, choose a convenient format of a retail outlet, taking into account the location and traffic, and also select the optimal assortment.

Having decided on the concept and assortment of a retail outlet, you can implement in your practice the experience of leading market players, for example, Shell, Exel, British Petrolium, etc., who have developed network standards for different types Gas stations depending on the location of the facility and the flow of customers. The latter offer both small retail outlets with a cafe-bar and supermarkets. In network structures, gas stations and stores are under the control of one manager. Design and planning of retail space is carried out at the gas station construction stage.

Secrets of successful trading

The main task of the gas station owner is to “lure” the driver into the store and interest him in the assortment. As a rule, the main calculation of gas retail is impulse purchases. The range of convenience store products at gas stations is usually very limited, so it is extremely important to choose the assortment correctly. There are some other nuances that clients pay attention to:

fast service, no queues;
courtesy of the staff;
cleanliness of the store.

Returning to the selection of the optimal list of goods for a convenience store, it should be noted that the assortment largely depends on the capacity of the outlet. In the smallest stores, where there is simply nowhere to keep stocks, a strict selection of goods is carried out, and the rule “frequent deliveries in small quantities” applies here. To the very popular goods relate:

auto products – accessories, chemicals, car care items, lubricants, etc.;
batteries;
cigarettes;
drinks (coffee, beer, etc.);
snacks;
fast food;
candies, chocolate;
printed products;
toys.

In areas with intense customer traffic, for example, in urban areas, where people often go shopping (primarily for snacks) office workers, it is advisable to open mini-markets with an expanded assortment. The above products are usually added to:

First things first - merchandising

As in traditional stores, the display of goods in the convenience store at a gas station is of great importance. To motivate the client to make as many purchases as possible, it is important to properly organize the retail space. By correctly using active zones, the actions of a potential buyer can be made predictable.

Practice shows that skillful planning trading floor allows you to increase trade turnover by 30–70%. Experts suggest organizing a special route for the buyer to follow through the store, which will provoke the visitor to make more purchases.

In the farthest, so-called cold zone, it is recommended to place essential goods: bread, products that the client probably planned to purchase during a trip to the car store, for example, car oil and lubricants. On their way to this area, visitors will be able to view and select related products.
The hot zone is a location that all customers in the store must pass through. It is located in the area between the entrance and the cashier's place. Here are the so-called impulse or spontaneous goods, when ordering which the client does not think about their cost (these include drinks, batteries, all kinds of souvenirs, chewing gum, etc.).
The warm zone is the territory of the store, which is clearly visible from the entrance. It is recommended to place goods of impulse-forced demand here.

Unfortunately, domestic Retail Stores gas stations are still losing out to foreign operators - this concerns the organization and design of a retail outlet, the level of service and comfort in it. To increase business efficiency, it is necessary to work on improving all segments of the store, including personnel, logistics, suppliers, assortment, display and promotion of goods, as well as loyalty programs.

Alexander Nevzorov

For a long time now, selling goods in a store at a gas station brings in more income than gasoline! Unbelievable but true!

Recently, minimarkets at gas stations have become commonplace. If a few years ago they could only be seen at BP gas stations, now they are available at the vast majority of gas stations in the Moscow region. The number of stores at gas stations is also growing in the regions.

"In most cases, these outlets operate over the counter. Russian consumers, unlike Europeans, do not perceive them as close and convenient trading enterprises. With the correct organization of trade, according to expert assessments, the sale of related products can bring 50-60% of gas station profits. In countries Western Europe this figure can reach 70%. No wonder many Russian oil companies We began to study the issue of trading technology at gas stations.If for Russian oil workers a modern store at a filling station is a matter of profit, then for Western operators the presence of such a supermarket is a need to comply with the standard. "

Who buys in minimarkets at gas stations?

The ACNielsen company conducted an international study of the segment of stores at gas stations in some European countries, the USA and South Africa. Minimarkets at gas stations of such giants as BP, Shell, Total, Exel, Engen, Caltex, Zenex were considered.

According to the results of the study, the market for minimarkets at branded gas stations is quite developed: 61% of residents have ever visited such a minimarket, 28% of the urban population visit them regularly, in megacities this figure reaches 40%.

On average, about a third of city residents of different ages and with different income levels shop at minimarkets at gas stations at least once a week. It is important to note that only 4% of “regulars” shop there no more than once a month. Considering the specifics of the format, the result is impressive.

According to ACNielsen statistics, 35% of city residents visit convenience stores at least once a week.When asked about the reasons for making purchases at a minimarket at a gas station, only 30% of respondents answered that they do this along with purchasing gasoline. The most common answer (from half of respondents) was “Supermarkets are closed” or “All other stores in my area are closed.” 24/7 service grocery stores abroad - a rarity, unlike Russia. While supermarkets at gas stations are usually open 24 hours and are easy to get to: 40% of their visitors have a gas station close to their home. At foreign gas stations, 46% of store visitors are attracted by fresh baked goods (they can be easily understood by remembering the smell of fresh baked goods at Moscow BP stations). Among those surveyed, 42% believe that these minimarkets are safe, 20% stop at them on the way to work, and 24% suffer from overloaded parking near large supermarkets - they stop at gas stations because there are “always a lot of free parking spaces.”

For most respondents, important conditions are the cleanliness of the sales floor and the constant availability of in-demand goods for sale. The friendliness of the seller and the convenient location of goods are of concern to 55% of visitors, the wide range - 54.5%; 35% want to see lottery tickets on sale."

In Russia the picture is strikingly different. Russians do not have established traditions of making purchases in a store at a gas station; it is much easier to buy the necessary goods at a 24-hour point of sale near the house.

What do they buy in minimarkets at gas stations?

The peculiarity of small shops is the limited trading and warehouse space. The trading area is not rubber and assortment matrix must be formed especially carefully. BP's assortment, for example, contains only 800 items. There are three main product groups: goods of impulse demand, goods for the car (they account for up to a third of the assortment) and those products for which you don’t want to go to the supermarket separately - for example, bread, milk, yoghurt. Sometimes gas stations may sell flowers and lottery tickets.

"According to ACNielsen, the most popular are snacks, bread and pastries, drinks, milk, cigarettes, newspapers and magazines, hot takeaway food - something that fits the definition of fast, impulse and convenient consumption goods. It is interesting that snacks, for example, purchased 6.5 times more often than gasoline. Among the less popular products are flowers, toiletries, telephone cards, and groceries."

From the product group highest value allocated to drinks and confectionery products.

The assortment of minimarkets at gas stations consists of 80% goods of impulse demand and immediate consumption, says Kirill Tereshchenko, national manager for work with key clients Dirol-Cadbury company. - For manufacturers of impulse products, the BP gas station network, for example, is among the 10-15 most important clients in Russia. And in the Baltics, for the same manufacturers, minimarkets of the Lukoil and Statoil gas station chains have been among the leaders in terms of purchase volume and sales of impulse demand products for several years now.

Now we are actively introducing related products into the assortment, for example, coal and New Year's gifts.

For stores at gas stations, category management and thoughtful merchandising are more important.

Doug Austin, Chief Russian division ACNielsen, who previously worked in South Africa, notes that in developing countries such as Russia and South Africa, "petrol retail" is characterized by unregulated price policy and lack of experience in running a retail business among gas station owners who acquire franchises. However, the convenience of location and shopping in such a minimarket makes them attractive to consumers, and not only to motorists. It makes sense for owners to expand the range of take-out products, instant cooking, develop a hot food department - possibly through alliances with chains fast food, and also focus on core product categories, which account for about 85% of turnover.

Prices at gas stations are higher than at supermarkets or hypermarkets, as shoppers are willing to pay for the convenience of quick and impulse purchases. In Russia, the markup of such minimarkets is about 50-70%. At the same time, as practice shows, only chain minimarkets at gas stations are successful. The profitability of a single store at a gas station is negligible compared to the headache it causes.

It is no coincidence that the operation of points of sale at BP gas stations is strictly centralized, as is the management of gas stations. In the case of BP, it is also significant that the stores are managed by the same operator as the gas station as a whole. The minimarket is only part of the complex at the gas station and is fully integrated into it (as are additional services - car wash, tire inflation, Citibank ATMs). At most other gas stations, this rule is not observed, and therefore they do not bring the profit for which they were designed.

The feature of a minimarket at a gas station is common administration of the entire gas station complex with a unified cash settlement service, as BP does,” says Oleg Bakun, director of strategic development Spar brand (minimarkets of the Spar Express format are presented in Europe at gas stations). - The mistake of Russian operators is the division of the business of selling fuel and lubricants and lubricants and the lack of additional services. Main problems: payment for fuel and lubricants is made separately; To buy goods in a minimarket, you need to move to another room. Often payments for fuel and lubricants are made on the street through the cash register window. There is no service that is present on BP: the opportunity to drink good coffee or have a snack, withdraw money from an ATM, or go to the toilet.

Materials used: My Business - Store, Natalya Rubakina "My Business", No. 10-2003

Now every self-respecting gas station has a store equipped with a cafeteria. You can see shops at gas stations both in Moscow and in any other region, because it is really profitable. The profitability ratio of co-propelled gas/gasoline is on average 50/50 of gas station profits. In Western European countries this figure can reach 70%. Development of this segment in current situation has become closer to the concept of “standard.” If a gas station does not have a store with a cafeteria, then this gas station is less attractive in the face of increased competition.

Who buys in a gas station store?

Only car owners and passengers buy. In Russia gas station store- this is a store at a gas station, well, it’s not customary for us to visit such stores as ordinary minimarkets. Firstly, we have enough 24-hour stores near our home and there is no need to go to the gas station for evening shopping. Secondly, gas stations are usually located quite far from where most people live, separated from residential areas, and customers will never take the extra step.

What do they buy at the gas station?

A store at a gas station has a retail area of 50-100 sq.m. A feature of small stores is the limited trading and warehouse space. The store is not rubber and the assortment matrix must be formed especially carefully. BP's assortment, for example, contains only 800 items. There are three main product groups:

impulse goods,
goods for the car (they account for up to a third of the assortment) and those products
for which you don’t want to go to the supermarket separately - for example, bread, milk, yoghurt.
flowers and lottery tickets.
cafeteria assortment.

Most often they buy a variety of snacks and everything that can be carried away and eaten right away: buns, sandwiches, drinks, yoghurts, ice cream, all in portioned packages. Interestingly, snacks, for example, are purchased 6.5 times more often than gasoline. The assortment of stores at gas stations consists of 80% goods of impulse demand and immediate consumption. Now we are actively introducing related products into the assortment, for example, coal and New Year's gifts. For gas station stores, category management and thoughtful merchandising are more important.

Prices at gas stations are higher than at supermarkets or hypermarkets, as shoppers are willing to pay for the convenience of quick and impulse purchases. In Russia, the markup of such stores is about 50-70%. At the same time, as practice shows, only chain store projects at gas stations are successful. The profitability of a single store at a gas station is negligible compared to the headache it causes.

The store at the gas station is only part of the gas station complex and is fully integrated into it (as are additional services - car wash, tire inflation, ATMs). A special feature of a gas station store is the general administrative management of the entire gas station complex with a unified cash and settlement service.

There is an opinion that the sale of associated goods often brings no less, or even more profit, than the direct sale of fuel. Whether this is true or not, the question is open. However, the fact is that by-products are used in great demand and a store at a gas station is never unprofitable, that’s undeniable. Buyers are not bothered by the fact that prices in such shops are usually 15-25 percent higher than in supermarkets, cafes and specialized stores. What products are the most popular?

For gas stations, the assortment is selected especially carefully. This is due to the limited availability of both retail and warehouse space. All products here are divided into three main groups:

So-called goods of impulse demand - that is, those goods that a person buys under the influence of a sudden surge of desire, and does not come for them purposefully;
Products for the car: antifreeze, oils, additives, road atlases, glasses for drivers, interior fragrances, and so on;
Those products that can be bought in a supermarket, but closer at a gas station (bread, mineral water).

Sometimes these three groups are supplemented with lottery tickets and flowers.

Foodstuffs

Many gas stations now have their own mini-cafe or at least a coffee vending machine. And, according to some studies, only this machine is capable of making up to 50-60% of gas station revenue. The fact is that some drivers stop at a gas station not so much for fuel, but for a cup of well-brewed drink. It is logical to assume that they will most likely purchase fuel there. Progressive gas station owners have seen the benefits of coffee machines and include them in various customer loyalty programs. This attracts drivers who are willing to change their route for a free cup of coffee.

Baked goods, hot food, as well as snack products, mineral water, lemonade, ice cream, and energy drinks are also in considerable demand. Recently, there has been a trend of increasing demand for goods for healthy image life.

Automotive and seasonal goods

In the cold season, antifreeze, or simply “anti-freeze,” begins to be in active demand. High-quality windshield washer fluid can significantly increase gas station profits and improve customer loyalty. It is interesting that it is gas stations that influence the popularity of a particular brand. This happens due to the fact that retail space is limited, and car owners have to purchase what is on the shelves. In the off-season, products such as napkins and other hygiene items, and windshield wiper blades become popular. TO seasonal goods, popular at gas stations also include barbecues and all the accessories associated with a picnic: skewers, plastic dishes, lighter fluid.

Impulse products

This category of goods includes both food and non-food products. Several years ago, CDs of various musical artists were an extremely popular impulse product. Currently, disk radios have been replaced by those into which flash drives are inserted, and the demand for disks has fallen. This group of products also includes toys. Keeping a child occupied on the road is not an easy task, especially if the assortment of toys taken with you has already been used by everyone possible ways. Chocolates, chewing gum and other similar products are also in demand and, as a rule, they are located in the “red” or “hot” zone on the way from the entrance to the cash register so that they are absolutely visible to all visitors.

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