Consumers are keeping a wary eye on their pocketbooks with the possibility of a looming recession which makes PWM’s new pump toppers important to fuel operators as they keep price signs visible and up to date.
“The psychology behind gas shopping has been well studied. Drivers care about savings at the pump, especially in today’s economy,” said PWM President and CEO Wolfgang Manz. “It’s a behavior-savvy convenience store proprietors use to their advantage.”
Studies over the past few years have shown the importance of price at the pump and driver behavior:
- One study found that fuel price was the No. 1 factor when filling up the tank, cited by 79 percent of drivers.
- The National Association of Convenience Stores (NACS) surveyed drivers and found that 60 percent would be willing to drive five minutes “out of the way” for five cents per gallon in savings, and some 38 percent would drive twice that distance.
- GasBuddy surveys found that 60 percent of drivers (including 65 percent during the important morning “rush hour”) hunt for roadside price signs when looking to top their tanks.
“Armed with this insight into motorists’ fuel buying habits, gas station owners can take steps to ensure that their pricing stands out from the competition,” said Manz. “In addition to ensuring their prices are posted correctly on gas apps, it’s even more critical to keep outdoor signage visible and up to date.”
PWM Pump Toppers are a “Versatile” Price Sign Solution
PWM’s new pump toppers just made it easier for convenience store and gas station proprietors to keep their customers focused on their fuel prices with the new “Versatile” line.
“These bright, large, and easy-to-read pump topper displays can be connected to your POS system, so pricing is always updated with your street signs and other displays – for maximized price exposure with minimal effort,” explained Manz.
Some of the features and benefits of these new pump topper displays included:
- View the status of the price signs from the cloud.
- Available in 4”, 6” and 8” LED digits.
- Make fast and easy price changes with Control Gate.
- Double-tier models allow display of cash and credit pricing (available on 4” digits only).
Pump Toppers Important Role in C-Store Forecourt
The forecourt is an important footprint in the c-store and gas station design with items such as lighting, signage, landscaping, fuel dispenser islands and canopy with pump toppers all combining to create an overall impression and aesthetic.
Jim Callahan, writing in CStore Decisions, calls the forecourt – described as that area from the store entrance to the main thoroughfare – as an “area of critical importance to the success of a fuel and retail location.”
“An attractive forecourt not only brings in new customers but also lifts the spirits of employees and the community,” writes Sara Counihan, contributing editor of NACS Daily and NACS Magazine.
Since the first “gas pump” was invented – often attributed to the 1885 Bowser Kerosene Pump at a grocery store in Fort Wayne, Indiana – the top of the pump has been prime real estate for branding (think of the Mobilgas flying Pegasus or the Texaco iconic star) and marketing.
By 1918, the first visible pump was introduced, according to SafeRack. The customer was able to see just how much fuel he had purchased by the inclusion of a large glass cylinder that was hooked up to the pump.
Displaying prices at the pump got a boost in 1937, according to the NACS, when what is believed to be the first “gas price sign” appeared at a Maryville Oil Co. station in Missouri which used a giant imitation gas pump to display the station’s “cut rate” prices.
“This sign allows prices to be easily seen by drivers before they pull into the station. Prices per gallon are 7.9 cents for “white,” 9.5 cents for “bronze” and 11.5 cents for “ethyl.” Previously, prices were conveyed via small signs at ground level, usually using sandwich board signs,” reports the NACS.
Displaying Fuel Prices on the Top of Pumps May Be the Law
Today, in some jurisdictions, displaying the price on top of pumps is not just a convenience for consumers but it’s the law.
“The state requires only that the small signs atop the pump provide equal and full disclosure of cash and credit purchases,” explains the Times Union in response to how New York state gas stations must display price signs.
In New Jersey, for example, the state administrative code (18:19-2.2) reads:
“Price signs required to be used and displayed by motor fuel retail dealers on pumps or other dispensing equipment from which motor fuel is sold or offered for sale must be displayed digitally or attached by means of a bracket or slot arrangement to the top or side of such pumps or other dispensing equipment so that the signs are readily visible to the purchaser.”
For those operating in states that require price signs on pump toppers, the new Versatile product line guarantees a digital sign that will keep your customers' eyes where you want them to be … focused on your product.
