Preparing C-Stores for a Changing Reality
- Keywords:
- covid-19
As an essential business serving the community, the convenience and gas industry has continued to operate throughout the COVID-19 crisis, providing a necessary service to our communities and first responders. With more and more states relaxing their stay-at-home orders and restrictions, how will our industry adapt? We must leverage what has been done well historically while incorporating the new processes learned over these last few months, recognizing that some practices may be a thing of the past. Both fuel demand and c-store traffic are expected to increase, even as extended social distancing becomes the “new normal,” and it’s critically important to have a thoughtful plan on how to move forward.
Your customers
C-stores operations are going to look different in the post-COVID-19 environment, although many historical best practices will remain, including cleanliness, which is now more important than ever. While you may have focused on restrooms in the past, it will be to your advantage to make sure you’re taking visible measures in cleaning your entire facility, including the forecourt area. Communicate with customers in person, through signage and marketing channels to highlight enhanced sanitary practices.
The customer’s desire for contactless transactions and behaviors will expand. Reducing contact points in restrooms with motion sensors is an easy place to start if you haven’t already. A proprietary mobile app, branded fuel app or digital payment can provide contactless transactions for both employees and customers. Consider combining mobile payments and full-service fill-ups to create an entirely contactless fueling experience. And if possible, continue curbside pickup, drive-thru windows or delivery services to offer more options for your customers.
Maintaining a well-stocked store remains important as well. As customers emerge from their homes, limiting their number of trips will be a priority, so it’s crucial to have important items in stock to be a one-stop-shop. Revised customer behaviors may translate into new shopping habits and business. Capturing returning and first-time traffic will be an important step to help stabilize your business.
Unfortunately, self-service fresh food offerings may not be available for a while. Fresh bakery grab-and-go items and hot dog roller grills—my childhood favorite—are two commonly served items that need adjusting. That’s not to say these items are going away, but they may need to be repositioned and offered as prepacked or employee-served. Dispensed beverages and coffee should be adjusted with visible changes as well. Consider investing in bean-to-cup coffee, which allows for less contact while dispensing, or move cups and lids behind the checkout and market as a prepay item. If certain investments are cost-prohibitive, furnishing wipes and gloves for any necessary machine contact can help increase customer confidence.
Your employees and facilities
Employees, one of your most important assets, need to feel safe and comfortable. They’re concerned with being exposed to COVID-19, so continue to provide masks and gloves, regardless of the regulatory environment. Consider daily temperature checks or offer proactive COVID-19 testing to employees (if that’s available in your market).
What’s more, lines will need to be mitigated with social distancing and expedited checkouts during peak hours. You may need to space decals on the floor, invest in a self- or frictionless checkout, or revamp the store layout to allow for additional spacing. If excess space or in-store seating is underutilized from suspended foodservice offerings, consider temporarily repurposing the area for essential c-store merchandise or express checkout.
Don’t forget about routine upkeep and annual industry reporting requirements. Repair and maintenance companies may be experiencing their own issues and have longer response times than normal. Be prepared for a potential backlog and delay of services. Planning further ahead will be crucial for routine inspections, tank and line testing, and EMV updates.
With states looking forward to summer and slowly reopening in phases, c-stores need to be prepared for the “new normal.” Some of the recent operational adjustments are here for the foreseeable future, and stores will look different than they did just a few months back. Low gas prices and an aversion to public transportation should help encourage motorists to get back on the road. As traffic increases, don’t forget what you’ve learned over these last few months. Continue monitoring the changing conditions and be prepared to adjust to consumer behaviors.
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Jonathan Graham
Vice President | Fuel Services
As an essential business serving the community, the convenience and gas industry has continued to operate throughout the COVID-19 crisis, providing a necessary service to our communities and first responders. With more and more states relaxing their stay-at-home orders and restrictions, how will our industry adapt? We must leverage what has been done well historically while incorporating the new processes learned over these last few months, recognizing that some practices may be a thing of the past. Both fuel demand and c-store traffic are expected to increase, even as extended social distancing becomes the “new normal,” and it’s critically important to have a thoughtful plan on how to move forward.
Your customers
C-stores operations are going to look different in the post-COVID-19 environment, although many historical best practices will remain, including cleanliness, which is now more important than ever. While you may have focused on restrooms in the past, it will be to your advantage to make sure you’re taking visible measures in cleaning your entire facility, including the forecourt area. Communicate with customers in person, through signage and marketing channels to highlight enhanced sanitary practices.
The customer’s desire for contactless transactions and behaviors will expand. Reducing contact points in restrooms with motion sensors is an easy place to start if you haven’t already. A proprietary mobile app, branded fuel app or digital payment can provide contactless transactions for both employees and customers. Consider combining mobile payments and full-service fill-ups to create an entirely contactless fueling experience. And if possible, continue curbside pickup, drive-thru windows or delivery services to offer more options for your customers.
Maintaining a well-stocked store remains important as well. As customers emerge from their homes, limiting their number of trips will be a priority, so it’s crucial to have important items in stock to be a one-stop-shop. Revised customer behaviors may translate into new shopping habits and business. Capturing returning and first-time traffic will be an important step to help stabilize your business.
Unfortunately, self-service fresh food offerings may not be available for a while. Fresh bakery grab-and-go items and hot dog roller grills—my childhood favorite—are two commonly served items that need adjusting. That’s not to say these items are going away, but they may need to be repositioned and offered as prepacked or employee-served. Dispensed beverages and coffee should be adjusted with visible changes as well. Consider investing in bean-to-cup coffee, which allows for less contact while dispensing, or move cups and lids behind the checkout and market as a prepay item. If certain investments are cost-prohibitive, furnishing wipes and gloves for any necessary machine contact can help increase customer confidence.
Your employees and facilities
Employees, one of your most important assets, need to feel safe and comfortable. They’re concerned with being exposed to COVID-19, so continue to provide masks and gloves, regardless of the regulatory environment. Consider daily temperature checks or offer proactive COVID-19 testing to employees (if that’s available in your market).
What’s more, lines will need to be mitigated with social distancing and expedited checkouts during peak hours. You may need to space decals on the floor, invest in a self- or frictionless checkout, or revamp the store layout to allow for additional spacing. If excess space or in-store seating is underutilized from suspended foodservice offerings, consider temporarily repurposing the area for essential c-store merchandise or express checkout.
Don’t forget about routine upkeep and annual industry reporting requirements. Repair and maintenance companies may be experiencing their own issues and have longer response times than normal. Be prepared for a potential backlog and delay of services. Planning further ahead will be crucial for routine inspections, tank and line testing, and EMV updates.
With states looking forward to summer and slowly reopening in phases, c-stores need to be prepared for the “new normal.” Some of the recent operational adjustments are here for the foreseeable future, and stores will look different than they did just a few months back. Low gas prices and an aversion to public transportation should help encourage motorists to get back on the road. As traffic increases, don’t forget what you’ve learned over these last few months. Continue monitoring the changing conditions and be prepared to adjust to consumer behaviors.
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