As fuel margins compress and competition intensifies, petrol station operators are under increasing pressure to do more than just sell fuel. The new battleground is footfall, getting customers to stop, stay, browse, and buy. Below are three proven strategies (and supporting tactics) to boost foot traffic with real-world evidence and pricing insights.
Make the Station Irresistible:
A petrol station provides a commodity, so what truly sets one apart is the experience it offers. The first impression matters: visibility, convenience, and comfort can determine whether a driver decides to stop or drive past.
Clear, well-lit signage is key. Tall pylon signs displaying fuel prices, opening hours, and promotions help your station stand out, while consistent branding and bright lighting, both day and night, create a sense of safety and professionalism. Digital or LED price boards add flexibility by allowing you to update offers and run flash promotions that catch attention in real time.
Once inside, a quality coffee offering can make all the difference. Whether through a barista-style set-up or a premium automated machine, good coffee paired with grab-and-go snacks or fresh food turns a simple refuelling stop into a convenient mini break. Even a small café corner can increase dwell time and boost shop sales.
And none of this works without cleanliness. Clean toilets, a tidy shop interior, and a well-lit, well-maintained forecourt send a clear signal that your station values its customers. Regular cleaning, prompt repairs, and visible signage to facilities all contribute to the perception that yours is a good place to stop. Together, these details transform a petrol station from a purely functional stop into a pit-stop destination that draws customers in for more than just fuel.
Add EV Charging to Capture New Traffic & Extend Dwell Time:
Electric vehicles are becoming increasingly common, and offering EV charging gives petrol stations access to a valuable and growing customer base. Installing fast or ultra-fast chargers, such as 50 kW or 150 kW units, depending on investment and grid capacity, can help attract EV drivers who need a quick and reliable charge. Positioning chargers close to the shop or café encourages customers to step inside while they wait, which naturally increases footfall and sales.
Stations can also boost appeal by offering charging promotions, such as free or discounted charging for a limited period, to attract new visitors. Integrating apps or loyalty systems that allow drivers to check availability, book slots, and access special offers adds further convenience.
EV charging supports footfall in several ways: drivers are more likely to choose a station that offers charging, the waiting period encourages them to make purchases, and early adopters who have a positive experience often become repeat customers. In regions where EV charging was introduced early, many operators have already seen a noticeable rise in shop sales and new customer visits as a direct result of this investment.
Offer Promotions & Smart Pricing:
Beyond the customer experience, pricing and promotional strategies are crucial levers for attracting and retaining petrol station customers. Price does play a significant role in how to increase footfall at petrol stations. Smart, dynamic pricing can make a major difference.
A strong example comes from Goran Raven, a UK petrol station operator who more than doubled his volume in one year by strategically lowering fuel prices relative to competitors. He recalled that at one point his site was 11 pence cheaper than nearby stations, which caused the volume to surge. Using pricing software, in his case EdgePetrol, he could monitor margins and competitor prices in real time, allowing him to implement aggressive yet sustainable pricing that attracted new customers. Key lessons from his experience include making price cuts visible on pylon signs so that drivers can easily compare from the road, maintaining base margin floors to protect profitability, and ensuring operational readiness – handling traffic flow, pumps, stock, and staffing – when volume spikes occur.
Promotional strategies further enhance footfall. Time-limited offers such as fuel discounts with a minimum shop spend; bundle deals combining coffee, snacks, or car washes; loyalty programmes offering points or cashback; cross-promotions with local businesses; and seasonal or themed campaigns all encourage drivers to choose your station over competitors’. When paired with a positive on-site experience, these pricing and promotional tactics can convert first-time visitors into loyal, repeat customers.
If you’d like to learn more about how EdgePetrol can help you increase your profits, book a call with our team here.
