Convenience Store Exterior: 8 Pump-to-Store Conversion Tips

A well-designed convenience store exterior is more than just a building—it’s the first impression customers have of your store. It sets the tone for their experience, and influences their decision to stop, fuel up, and step inside.  

For convenience stores (c-stores), one of the most effective ways to boost foot traffic and sales is through pump-to-store conversions. This focuses on turning customers buying fuel into in-store visitors; it also increases your average order value and total sales.  

By optimizing your store’s exterior, you create a welcoming, engaging environment that encourages customers to explore what’s inside. In this article, you’ll discover actionable tips to help you make the most of your convenience store exterior. Let’s begin! 

Why Is C-Store Exterior Design So Important? 

Your store’s exterior plays a critical role in shaping customer perception and driving the decision-making process. A clean, inviting, and well-lit exterior signals professionalism and care, making customers more likely to stop and shop. On the other hand, a poorly maintained exterior can deter visitors, even if your store offers great products inside. 

Studies show that 95% of customers consider a store’s exterior appearance an important factor when deciding where to shop, and that 80% of customers will try a new store if the exterior is clean and inviting. With this in mind, you should invest the time and effort in sprucing up your store’s exterior to draw customers from the pump to the store. 

3 Key Areas to Improve for Better Pump-to-Store Conversion 

To boost pump-to-store conversion rates, focus on key areas that directly impact customer perception and convenience. Here are three key areas to work on:  

1. Signage and Branding: Clear, visible signage is essential for attracting customers and reinforcing your brand identity. Use bold, easy-to-read fonts and colors that reflect your brand’s image. Place signs at eye level and make sure they’re visible from the road and fuel pumps. A well-designed sign grabs attention and communicates what guests can expect in your convenience store interior, encouraging customers to step inside. 
2. Lighting: Effective lighting improves safety and visibility, especially during nighttime hours. Bright, energy-efficient lighting around the entrance, fuel pumps, and parking areas creates a welcoming atmosphere and reduces the risk of accidents. Use motion-activated lights or LED displays to add a modern touch while reducing energy costs. 
3. Accessibility: Make it easy for customers to enter and exit your store. Clear pathways, well-marked entrances, and accessible parking spots improve the overall experience. Add ramps or automatic doors to accommodate visitors with disabilities. 

Optimizing the Forecourt Area 

The forecourt is the first point of contact for many customers, making it a critical area for driving in-store visits. Here are three things to keep in mind when optimizing the forecourt:  

1. Cleanliness and Maintenance: A clean, well-organized forecourt creates a positive first impression. Regularly sweep the area, empty trash bins, and remove any debris. This reflects your commitment to quality and service. 
2. Fuel Pump Advertising: Use fuel pump displays to promote in-store products and special offers. Highlight snacks, beverages, or limited-time deals on digital screens or static signs to entice customers to make additional purchases. 
3. Amenities: Add value through amenities like air pumps, vacuum stations, and windshield cleaning stations. These small conveniences encourage customers to spend more time at your location, increasing the likelihood of in-store visits. 

Innovative Design Elements that Drive Store Traffic 

Adding creative design elements to your store exterior attracts customers and drives store traffic. Here are three innovative design elements to utilize:  

1. Architectural Features: Incorporate unique architectural elements, such as a modern canopy or eye-catching storefront, to make your store stand out. A distinctive design attracts attention and creates a memorable experience. 
2. Interactive Elements: Digital signage and interactive kiosks engage customers while they fuel up. Use these tools to highlight promotions, loyalty programs, or new products, encouraging customers to explore your store. 
3. Landscaping: Thoughtful landscaping, such as circular flower beds, shrubs, or outdoor seating areas, increases curb appeal. A well-maintained outdoor space creates a welcoming environment that encourages customers to linger.

2 Ways to Utilize Promotional Materials 

To attract more customers, strategically utilize promotional materials around your store. Here are two ways to use promotional materials:  

1. Window Displays: Utilize window spaces to advertise promotions, seasonal offers, or new arrivals. Eye-catching displays pique curiosity and draw customers inside, while also creating a visual appeal that improves the overall aesthetic of your store. 
2. Outdoor Displays: Set up outdoor product displays near the entrance to highlight popular items like snacks, drinks, or seasonal goods. These displays act as a final nudge for customers to make a purchase, creating a sense of urgency and encouraging impulse buys right as they walk in. Whether the signs are a square or circle shape is up to you! Just make sure they’re on-brand.

3 Safety and Security Measures to Maintain 

A safe and secure environment is essential for building customer trust and loyalty. Here are three safety measures to implement for your store:

1. Surveillance Systems: Visible security cameras improve customer safety and deter crime. Place cameras in key areas like the forecourt, entrance, and parking lot to create a secure environment. 
2. Lighting and Visibility: A well-lit exterior increases security and visibility during darker hours. Bright lighting around high-traffic areas reduces the risk of accidents and makes customers feel safer. 
3. Emergency Procedures: Display emergency information, such as fire extinguisher locations or evacuation routes, visibly outside the store. This reassures customers that their safety is a priority.

Case Studies: Successful Pump-to-Store Conversions 

Wondering how other c-stores have successfully driven customers from the pump to the store? Here are two case studies that provide inspiration, each of which highlights effective strategies and impressive results. 

The first case study is Pump & Pantry, a Nebraska-based convenience store chain that launched its "Pumped Up Rewards" program in 2021. The new loyalty program aimed to drive more customers into the store and increase retention, while offering rewards tied to fuel purchases. The program’s timing aligned with their 50th anniversary sweepstakes, which further increased excitement. These were the results: 

• More than 20,000 new loyalty members joined in the first year. 
• Increased visits, spending, and customer frequency. 
• A seamless rewards system with a three-tiered membership structure based on visits, offering discounts on fuel. 

The second case study involves Pump N Pantry, a 14-store chain in Pennsylvania that wanted to drive more fuel customers inside, particularly for their fresh food offerings. To do this, Pump N Pantry introduced a points-based loyalty program, online ordering and a mobile app to provide a convenient, fast experience for customers. The results were impressive: 

• Over 6,000 loyalty members within just over a year. 
• Online orders accounted for 20% of total sales. 
• Enabled drive-thru and curbside pickup for added convenience. 

Frequently Asked Questions About Convenience Store Exteriors 

If you have more questions about how to improve the appearance of your convenience store, we can help! Here are answers to some frequently asked questions about convenience store exteriors and pump-to-store conversion:  

What are the best practices for convenience store exterior design? 

Here are eight best practices for convenience store exterior design:  

1. Clear Signage: Use bold, easy-to-read fonts and bright lighting for visibility. 
2. Well-Maintained Cleanliness: Keep sidewalks, windows, and entryways spotless. 
3. Strategic Landscaping: Add low-maintenance greenery for a welcoming feel. 
4. Defined Parking and Entry Points: Make navigation easy for customers. 
5. Large Glass Windows: Showcase promotions and popular products. 
6. Digital Displays or LED Signs: Highlight deals and seasonal specials. 
7. Branded Awnings and Color Schemes: Reinforce brand identity. 
8. Adequate Lighting and Security: Improve safety and encourage more visits. 

How can I use my store's exterior to improve customer loyalty? 

Here are seven ways you can use your store’s exterior to improve customer loyalty: 

1. Consistent Branding: Use familiar colors, logos, and signage to build recognition. 
2. Eye-Catching Window Displays: Promote exclusive deals and rewards programs. 
3. Ample Lighting and Cleanliness: Create a safe, inviting environment. 
4. Loyalty Program Signage: Display loyalty program signs near gas pumps or entryways to encourage repeat business. 
5. Outdoor Seating or Drive-Thru: Add convenience for on-the-go customers. 
6. Customer-Friendly Messaging: Use signs with welcoming language. 
7. Secure and Well-lit Surroundings: Create a space where customers feel safe returning. 

What are the most cost-effective improvements for convenience store exteriors? 

Here are eight cost-effective improvements for convenience store exteriors: 

1. Deep Cleaning: Power wash sidewalks, clean windows, and remove clutter. 
2. Repaint Signage and Awnings: Refresh faded outdoor furnishings to make sure your brand name is legible.  
3. Upgrade to LED Lighting: Improve visibility while cutting energy costs. 
4. Use Window Decals and Posters: Attract attention with low-cost promotions. 
5. Add Low-Maintenance Plants: Boost curb appeal without high upkeep. 
6. Ensure Clear, Visible Pricing: Make prices easy to read from a distance. 
7. Install Covered Trash Bins and Bike Racks: Improve convenience for customers. 
8. Offer Small Amenities: Add an ATM or vending machine for extra revenue potential.

Maximizing Your C-Store Exterior 

Your convenience store exterior is a powerful tool for driving customer conversion, boosting sales, and hearing that c-store POS ring. Focus on key areas like signage, lighting, and accessibility to create a welcoming environment that encourages customers to step inside. From there, utilize innovative design elements, safety measures and strategic promotional placements to further improve the customer experience.  

If you haven’t revamped your c-store exterior in a while, today is the perfect time to start planning for it. Speak to us to learn more about how to attract more visitors to your c-store, or read our eBook on how to choose a loyalty program that will drive repeat traffic for your convenience store.