Cuebiq and GasBuddy Foot Traffic Study Sheds Light on Customer Behavior at Pump and at Convenience Stores across the US

Cuebiq, a leading location intelligence company with the largest, most accurate location database in the U.S. and GasBuddy, the only smartphone app connecting nearly 70 million drivers with their Perfect Pit Stop, have conducted its second quarterly joint study examining foot traffic of GasBuddy users to convenience stores and gas stations across the U.S. in Q2 2017. As the first footfall trend report series in the fuel and convenience store space, the analysis exemplifies how location intelligence can help this massive and rapidly growing industry understand consumer habits and behaviors.

Leveraging Cuebiq’s proprietary intelligence platform and data collection methodology, the companies analyzed anonymous geo-behavioral patterns of GasBuddy’s app users, which allowed them to gain insights into its users’ offline behavior such as frequency of station visits, fueling patterns, how long they spend at a location and brand loyalty, and offered recommendations to make these insights actionable for retailers. Given the competitive retail environment in the fuel and convenience store industry, it’s critical for retailers to understand customers, competitors and the best practices that drive people into physical stores.

Key study highlights include:

Individual visit frequency increased in Q2…

Across Q2, visit frequency increased, with the number of GasBuddies visiting gas stations and convenience stores once a week or more climbing from 48 percent to nearly 53 percent. According to a recent GasBuddy survey, 74% of respondents say they stop at stations and stores for something other than fuel. To capitalize on this momentum for the next quarter, retailers can take advantage of these more frequent trips by marketing their loyalty programs and other in-store promotions to make convenience stores a destination even for consumers who are not looking to fill up.

…and dwell time decreased

Though individual visit frequency increased, the number of customers spending more than 2-3 minutes at any location (the time it takes to fill a tank of gas) decreased from 72 percent to 68 percent. For retailers looking to capture customers beyond the average 2-3 minutes it takes to fill a gas tank, well-timed and targeted mobile promotions that hit…

Read the full article from the Source…

Leave a Reply

Your email address will not be published. Required fields are marked *