The importance of customer perception and the impact on pricing - 2023

The lasting impact of the COVID-19 crisis has not only reshaped consumer priorities in the fuel retail industry but has also introduced new challenges, including fuel price volatility, inflation, and economic uncertainty. While on-site health and safety remain a concern, consumer attention to fuel prices has increased due to pricing volatility, inflation, and other economic stresses. As we move forward in this transformed landscape, it’s essential for forecourt operators to recalibrate their strategies to address these complex factors while meeting the evolving demands of their customers. 

Navigating medium-term fuel pricing 

Coming off the massive fuel price increase and volatility of 2022, it’s imperative to strike a delicate balance between competitive pricing and maintaining your brand value. As market dynamics continue to recover, resist the temptation to drastically lower prices, as this can erode margins and undermine your brand identity. Instead, emphasize consistency and predictability in your pricing to align with the ongoing desire for stability. 

Leveraging the reduced emphasis on fuel prices, consider diversifying your in-store offerings. With fuel demand rebounding, focus on health and well-being trends within your convenience store. These shifts can enhance customer satisfaction and foster loyalty. 

Consumer-centric strategies 

Consumer behavior has witnessed profound changes, requiring a renewed focus on consumer-centric strategies. Tailor your promotions to align with evolving consumer preferences and deliver tangible value. As consumers seek safer shopping experiences and economic uncertainty looms, capitalize on this trend by positioning your network as a preferred destination. This is especially relevant in areas with large-format stores that may experience congestion. 

Evolving site priorities 

While health and safety remain paramount, the intense emphasis on cleanliness post-COVID has gradually eased. However, an unwavering focus on customer well-being and innovative enhancements is indispensable. While maintaining hygiene measures such as sanitizing stations and contactless options, strike a balance between safety and convenience, acknowledging the shifting landscape. 

Innovation remains key as you navigate inflation and economic uncertainty. Leverage technology to enhance customer interactions and provide seamless, contactless experiences that prioritize safety and efficiency. 

Sustaining corporate citizenship 

In a landscape marked by inflation and economic shifts, consumer loyalty continues to hinge on brands that align with their values and adapt to their diverse needs. In many countries, fuel is a heavily commoditized product, resulting in differences in brand loyalty. But even in these cases, brands run the risk of alienating potential customers where their values are misaligned and catering to the needs of the local audience.  

Beyond cleanliness and safety measures, respond to the demand for healthier and diverse options. Offering higher quality, plant-based, and locally sourced products can help you maintain consumer trust and loyalty. 

Embrace local produce and reaffirm your commitment to supporting local businesses. In an era of economic uncertainty, this demonstrates resilience and community involvement. Promote your dedication to corporate citizenship through various channels, including social media. Monitoring and proactively engaging with customer feedback will be critical in sustaining trust. 

Navigating complexity for a resilient future 

The post-COVID landscape, coupled with fuel price volatility, inflation, and economic uncertainty, presents formidable challenges for fuel retail operators. However, aligning your strategies with evolving consumer expectations, focusing on diversification, maintaining hygiene measures while embracing innovation, and sustaining your commitment to corporate citizenship can lead to a resilient and profitable future. As the industry continues to evolve in a dynamic economic context, your customer-centric approach will serve as your guiding light in these complex times.