Being the most popular choice with the average customer is a coveted spot. Popular is the low hanging fruit of a sales activity. A recent article was published by Convenience Store and Fuel News which reported that consumers prefer to fill their tanks at grocery stores and wholesalers instead of at traditional convenience stores. This can be formidable news to the average c-store operation, but it doesn’t have to be. Strategic petroleum marketers know that there are opportunities to capture repeat, loyal fleet customers.
There is a statistics term called probability distribution in which a larger share of the population rests within the tail of the power curve. See the plot below for an example. The music industry is a great example where the long tail applies. There are the top ten billboard music artists who comprise the head of the power curve, and then there are the niche artists who comprise the long tail. The niche artists create the same amount of revenue collectively as the one hit wonder billboard artists, though they may have to generate buzz one fan at a time.
So how does this probability distribution translate to the convenience store industry? Think of the head of the curve as the customers who are looking for the best deal and the most convenience. It would be great to capture that customer base of business. But there is equal opportunity in the long tail. Pursue the fleet card customers who want to manage their business fueling activities through the Intevacon system. Every cardholder that you sign up with a fleet account becomes a repeat customer, often with multiple vehicles to fuel. Government accounts, commercial accounts, consumer accounts—these are all opportunities in the long tail with fleet. When high value retailers are winning on price, leverage your local relationships with a comprehensive fleet system.
The fuel landscape is shifting in the convenience store industry, but with the right business model, this shift can be viewed as an opportunity. By cutting swipe fees and introducing a proprietary fleet and prepaid card, you can grow your business and gain a valuable partner in Intevacon.