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Light 'Em Up - Darkness Blocks Conversion Rates
FEBRUARY 8, 2024 BY MARGARET SOTROP – We’ve just begun our content roundup for our next 3000 Mile Store Walk. That’s a project where we go into stores of all types and look at innovations, trends and bright ideas. We discuss concepts internally, and then we share our observations with our clients and customer service team. It’s a lot of fun and it challenges us to see what the shoppers see, and yes, we walk the lots in the dark.
One thing to remember about “when it’s dark out,” is that it happens before 5 p.m. during some of the year in many parts of the USA and Canada. Darkness creates an obstacle for the pump-to-store conversion.
A properly lit canopy and store front will certainly encourage shoppers to stop and fuel up. When windows aren’t cluttered, shoppers’ view from the pumps into the store includes a line of site to the associates. This reassures shoppers.
One work-around is to install drive-up windows, which is not as easy to do. Many convenience stores have figured out that BIG wayfinding can be seen from the outside of the store. That seems like a good idea, too.
If you haven’t experienced your stores at night, you should. You’ll be surprised at what you’ll see.
