Digital Signage Influences: Drive C-Store Sales and Enhance Customer Experience

The convenience store (C-store) landscape is fiercely competitive where low-profit margins associated with pump purchases make it critical to get busy customers inside the store to improve profits.

“With the majority of fuel sales passing through the channel, convenience store retailers have millions of customers within their reach. As any operator knows all too well, however, it's not that easy to get those fuel customers inside the c-store,” writes Convenience Store News executive editor Melissa Kress. “Unless you are someone like me who prefers to pay in cash, the ability to pay at the pump coupled with the rush of everyday life means most motorists want to pull in, quickly fill up and drive away. Good for fuel sales, not so good for inside sales.”

C-store owners are constantly seeking innovative ways to stand out and drive sales.

In today’s digital-first world, embracing technology like digital signage offers a powerful solution to captivate attention, enhance customer experience, and ultimately boost the bottom line.

“Some C-store retailers are finding ways to draw those once fuel-only customers in from the forecourt — and it starts with communicating your offer,” says Kress. “C-store operators have been getting better about using technology to attract customers to their lots. Now, they need to get better about using it to bring customers from their lots into their stores.”

The Captivating Power of Digital Signage

Gone are the days of peeling posters gathering dust in corners.

Digital signage brings C-store marketing efforts to life with dynamic visuals, engaging content, and real-time updates.

Eye-catching displays showcase product information, promotions, and upsells in a way that grabs attention and compels customers to explore further.

Imagine showcasing mouthwatering close-ups of your hot deli offerings or highlighting limited-time discounts on popular beverages – the possibilities are endless when using content management systems such as PWM’s dooh-it which allows c-store operators to display digital advertising content on any screens on the premises.

Some of the advantages of digital out-of-home advertising, according to PWM, include:

• Easy upload of content including movies, images, and animation.
  
  
• Ability to pre-program an entire campaign for a year or longer.
  
  
• Browser-based platform with no extra software required.
  
  
• Easy to use and easy to deploy.
  
  
• Screens can be grouped into categories.
  
  
• Content can be updated in real-time.
  
  
• Existing screens can be integrated with no additional hardware.
  
  

More Than Just Marketing: Enhancing the Customer Journey

Digital signage goes beyond simply promoting products.

It can streamline the customer experience by providing helpful information such as:

• Store layout.
  
  
• Wayfinding directions.
  
  
• Real-time weather updates.
  
  

Interactive features like self-ordering kiosks can further enhance convenience and reduce wait times, especially during peak hours.

And, of course, digital signage such as PWM’s eye-catching Profitboard LED message center does a superior job of marketing to customers such things as:

• Limited-time offers.
  
  
• Specials.
  
  
• Promotions.
  
  
• Local products.
  
  
• Unique inventory.
  
  

Influencing Decisions at the Point of Purchase

The true power of digital signage lies in its ability to influence purchase decisions. Targeted advertising and promotions can be displayed based on factors like time of day, customer demographics, or purchasing habits.

Digital signage allows for marketing strategies such as showcasing refreshing drinks and snacks near the entrance during the afternoon heat or promoting healthy alternatives alongside frequently purchased items.

The right placement and engaging content can subtly nudge customers toward impulse purchases and upsells, increasing your average transaction value.

Putting Digital Signage into Action: Use Cases

Here are some practical examples of how C-stores can leverage digital signage:

• Promotional announcements: Highlight upcoming deals, happy hour specials, or limited-time offers.
  
  
• Product showcase: Feature new arrivals, seasonal recommendations, or healthy alternatives.
  
  
• Upselling and cross-selling: Display complementary products alongside frequently purchased items.
  
  
• Menu boards: Showcase food and beverage options with enticing visuals and clear pricing.
  
  
• Wayfinding and directional signage: Guide customers to specific sections or amenities within the store.
  
  

Digital signage will take on even more importance in the future as C-store trends, according to C-Store Dive, point toward designs that will necessitate functional signage including:

• Food-focused designs: Fresh food offerings and available seating will need to be highlighted.
  
  
• Frictionless Shops: The pandemic accelerated a move towards frictionless checkout in areas such as stadiums, universities, and fast food, and it's working its way into c-store designs. Digital signage will be key to directing the consumer toward a successful frictionless experience.
  
  
• Unstaffed Micro Markets: Digital signage will need to do the heavy lifting as some outlets move to unstaffed micro markets. These stores will only use staff to clean or restock.
  
  

“Convenience retail leaders are increasingly looking to differentiate themselves from the crowd and turn their stores into destinations rather than just pit stops,” wrote C-Store Dive editor Jessica Loder.

Beyond the Screen: Optimizing Your Digital Signage Strategy

To maximize the impact of your digital signage, consider these additional factors:

• Content is king: Develop a content strategy that is visually appealing, informative, and engaging. Keep it fresh and relevant to avoid customer fatigue.
  
  
• Location, location, location: Strategically place screens to ensure maximum visibility and reach the right audience at the right time.
  
  
• Synergy with other channels: Integrate your digital signage content with your social media presence or loyalty programs for a cohesive marketing experience.
  
  
• Embrace data and analytics: Utilize data gathered from your digital signage to understand customer behavior and optimize your content strategy for even greater impact.
  
  
• Invest in user-friendly content management systems (CMS): Choose a CMS, such as PWM’s dooh-it, that allows for easy content creation, scheduling, and remote updates, streamlining your signage management process.
  
  

In today's competitive C-store landscape, digital signage is no longer a luxury, but a necessity.

By utilizing digital signage’s power to captivate attention, enhance the customer experience, and influence purchase decisions, C-store, and fuel station operators can gain a significant edge and drive sustainable growth for their business.

Take the first step toward a more engaging and profitable future by exploring the potential of PWM’s digital signage today.