ATM-using forecourt customers spend more than others and more than eight in 10 consumers plan shopping trips with ATM availability in mind, says new report.
FORECOURT cash machines encourage repeat visits and increase in-store spending, says a report produced for independent cash machine operator Cashzone by research company Populus.
The study found that forecourt cash point users frequent their local petrol station more than those who don’t use the cash machine. More than 75% of users visit at least once a week, compared with 67% of non-users.
Over half (58%) of consumers who came to the forecourt to withdraw cash or check their balance said it was their main reason to visit the forecourt, over and above purchasing petrol.
The report found that such consumers planned their visits around their use of the cash machine. More than a quarter of them said that the cash machine on-site at their usual forecourt was the one that they always use.
However 60% said they wouldn’t come back to the same forecourt if the machine was removed or was faulty. The Cashzone report suggests that would result in a loss of £11.49 for each customer who didn’t return.
And the firm says cash machines boost a forecourt’s in-store spending, with users parting with an average of £16.39. Those who don’t use the cash machine spent 68p less on average. As well as some of the money the visitors withdraw being spent at forecourt tills an average £6.08 goes on other forecourt services such as the car wash, it adds.
Cashzone claims its survey underscores the way a cash machine attracts consumers to the forecourt. It found that one in eight walked to their local forecourt to purchase goods and use in-store services. More than half travelled a mile or under to the forecourt.
And that, the report argues, “highlights the convenience role forecourts play in the wider local community, not just for those looking to purchase fuel.”
Managing director of Cardtronics Europe, Jonathan Simpson-Dent, said: “We’ve always been given anecdotal evidence to suggest that a cash point is able to offer forecourt managers and operators a boost to their business but now for the first time, we’ve been able to prove and quantify it.
“We are pleased to share this customer insight and think it could become a central aspect of the business models for forecourt operators if they are looking to expand and grow.
“It is perhaps not surprising that in an increasingly time-poor society we want to achieve more than ever when we come to a petrol forecourt.
“By offering a diverse range of services to their customers, petrol forecourts remain a ‘one stop’ shop for the local community, and cash access is a central part of that customer experience.”
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• Jet has joined with ATM company DC Payments to offer standalone cash machines across its network. Jet dealers that sign up will receive commission on each transaction plus a free maintenance package worth an estimated £1,500 over the course of an agreement. Dealers will also receive free staff training, free installation of the ATM and a telephone help line.
