Digital Signage Important as Ever C-Stores Take On COVID Delta Variant

There was a time in the spring when U.S. businesses looked to turn the economic corner on the coronavirus crisis with renewed consumer confidence among a rising vaccination rate, but this summer and the COVID-19 Delta variant surge has darkened the recovery outlook.

Masks are returning, people are hesitating to do business inside again, and travel plans are being cancelled, which all adds up to a tougher business environment for America’s convenience stores (C-Stores) and gas stations.

The continued economic uncertainty makes digital signage more important than ever for businesses competing in low-margin, competitive markets.

Lockdowns Unlikely but Consumer Confidence Wavering

The NCAS, the leading global trade association dedicated to advancing convenience and fuel retailing, says the return of lockdowns are unlikely, the Delta variant is already affecting retailers in three fundamental ways:

With the U.S. Center for Disease Control and Prevention’s July 27 renewed mask recommendation, even for vaccinated individuals indoors in areas with high COVID-19 transmission rates, frontline workers such as store clerks are once again put in the tricky position of enforcing a patchwork quilt of mask policies.

Some signs that consumer confidence is wavering due to the Delta variant with the Morning Consult’s Index of Consumer Sentiment down 4.6 points from July 1, the lowest reading since March 9 and the sharpest 3-week decline since last November.

Supply chain issues and the resulting rise in inflation is still a major concern for businesses across the board.

Dip in Travel Hurts When Margins are Thin

The reality of the C-Store industry is that margins are thin, and the field is quite competitive so any dip in travel will hit owners in their pocketbooks.

CBS News reported August 18 that “people are once again canceling plans for trips because of the surging number of COVID cases.”

A recent survey, according to CBS News, showed:

• 27 percent of respondents said they postponed a trip already
• 54 percent said the Delta variant has made them less interested in traveling right now
• 26 percent surveyed say they still plan on travelling in October.

NACS research shows that key drivers for consumers are brand, fuel prices and in-store amenities which means that signage and sign visibility continue to play a key role, especially with less travelers on the road.

Delta May Signal Forecourt into Store Hesitancy

Another issue for C-Stores is that consumers may be hesitant to go from the forecourt into the store during the Delta variant surge.

The good news is that a recent report by Resonate, an AI-driven consumer data company, found that 68 percent of consumers still prefer to shop in a store, an increase of 18 percent since June.

The report also found, however, that 38 percent are likely to use grocery delivery rather than shop in store.

Another troubling sign is a trend in the restaurant business, according to CNN, is diners cancelling reservations and moving to outdoor dining vs. indoors once again.

“Some restaurant owners are starting to see disruptions in the form of slowing sales, no-shows, nervous guests, and supply chain hiccups. Some wonder when they can start to go back to normal, how bad things will get, and if they'll be able to pull through,” said CNN.

The trend towards avoiding indoor spaces once again could hurt C-Stores which rely heavily on the business generated inside their stores, not just at the pumps.

5 Ways Digital Signage Can Help Businesses Survive

C-Stores and gas stations need to get creative to retain and gain business during this current crisis.

“These are challenging times, and it is no longer business as usual, and it all calls for modern solutions. Considering that no one knows when things will be like they used to, the least you can do is look for ways to cope in the current setting. Using digital signage in your local business during this period is an excellent way of helping your business remain competitive and relevant,” said The Signal of Santa Clarita Valley.

Digital signage can be a game changer, especially with their easy-to-update nature, in today’s constantly changing environment.

Here are five ways digital signage can help your business not only survive, but thrive:

1. Promoting Social Media Engagement: Customers, especially your younger demographics, want to engage with your brand via social media. Digital signage allows your store to interact from a safe social distance.
2. Education Customers and Employees: What are your mask rules? What social distance protocols does your store have in place? Digital signs can quickly and efficiently display pertinent up-to-date information to customers and employees.
3. Improving Customer Experience: Highlighting your latest promotional offers and savings to customers will improve their overall experience. Digital signs convey to them that you are in invested in making your store an inviting resource.
4. Cost Savings: Technology always pays off in the long run and that is true of digital signage. While traditional signage needs to be completely swapped out, digital signs require little more than software updates to remain relevant.
5. Easy Maintenance: Keeping traditional signage up-to-date and well-maintained can be a drain on financial resources and manpower. The remote nature of maintaining digital signs allows for easy updating, even in inclement weather.

Contact PWM today to find out how our high-quality digital signs can help your c-store or gas retail location capture traffic and drive business inside.