Geomarketing | Energy

GEOMARKETING LOCATION ANALYSES FOR FILLING STATIONS

Geomarketing | Energy

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The evolution of filling stations from mere refueling sites to multi-dimensional sales and service locations is well underway. At present, diverse services at filling stations enhance profitability and offer consumers numerous reasons for a visit. Large oil companies are continually streamlining their filling station networks to meet the needs of a rapidly changing market. Mid-sized companies can profit from this trend by using the relinquished filling stations to expand their portfolio. But there are significant regional differences between many of these stations with respect to local market conditions. Both large corporations and mid-sized companies face the following question when expanding or consolidating: Which sites should be closed, expanded or reopened?

GfK analyses of filling stations and location networks using B2B and B2C data on potential offer a reliable basis for deciding which locations have the greatest potential for achieving optimal consumer service.

Germany currently has just around one-third of the filling stations it had in 1970. This is due to the trend among leading oil companies toward larger and more profitable businesses.

Compared to the rest of Europe, filling station providers in Germany face a high degree of competition. High costs and comparatively low margins due to low fuel costs increase the need for efficiency. Poorly performing filling stations are being abandoned in favor of more modern

Rise of the modern filling station

source: ADAC e.V., data status: 2016

and promising concepts. Mid-sized companies can benefit from this development and increase their market share by taking over these abandoned locations and expanding their networks in under-served regions.

Number of street filling stations in Germany since 1970

AN EVOLVING INDUSTRY

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source: ADAC e.V., data status: 2016

Strategic shop concepts drive success The additional services offered at filling stations have become the main profit drivers. Fuel sales have long since not been responsible for the greatest profits generated by filling stations. Cleaning facilities, fast food and convenience stores are the largest sources of revenue for today’s filling stations.

Outfitting locations with services such as parcel shops and laundry facilities is part of the trend toward the evolution of filling stations into neighborhood shopping sites.

Collaborations with well-known gastronomy and supermarket chains are currently opening up new possibilities for this segment. Changes in consumers’ lifestyles and expectations are repositioning filling stations into genuine shopping locations.

Filling stations are generally easily accessible and offer a speedy checkout service. Expanding business hours to include evenings as well as weekends and holidays gives consumers more options and scope for spontaneous purchases. Filling station operators are also increasingly in compeition with grocery retailers.

WHAT MAKES A FILLING STATION SUCCESSFUL?

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Drivers of location successMany factors determine whether a location is successful. Internal issues such as a company’s expansion strategy or goals play an important role. Key external success factors include the strength and focus of relevant competitors as well as the level of demand in the catchment area.

Catchment areas can be evaluated according to specific criteria using detailed data on potential. This offers valuable insights into the market situation of a given area. For example, vehicle fleets from skilled labor or transportation companies in close proximity to a filling station can offer a competitive advantage. Synergies can also often be identified in the form of nearby frequency drivers such as large-scale retailers and retail parks.

Catchment area with business potential

LOCATION UNDER THE MICROSCOPE

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The demand potential and coverage density in a given region are evaluated by incorporating data on inhabitants and purchasing power. Specific target groups in the catchment area are identified using socio-demographic indicators or the purchasing power for the product lines in question.

This allows retailers to adapt their shop concepts to the preferences of the key target groups in the area around a given filling station. It’s also easy to answer questions such as how many customers can be drawn by incorporating a parcel shop, or whether the demand for fresh products is high enough to enter into a partnership with a supermarket.

Using data on potential for end consumers and businesses makes it possible to evaluate market opportunities at the street-segment level. A comprehensive portrait of the market conditions around a given filling station emerges when the previously mentioned analyses are cross-referenced with additional external factors such as traffic frequency and automobile registration numbers.

The impact of a given action on coverage density and market share can be also determined while simultaneously taking competitors into account. And this applies equally to take-overs of existing operations and evaluations of real estate for new acquisitions.

End consumer potential in catchment area

Tap unexploited potential

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Market share zones for what-if scenario

Location decisions are for the long term, so a solid, but flexible strategy is essential.

Geomarketing pinpoints optimal market conditions for expanding existing filling station networks, restructuring these networks, or acquiring new locations.

GfK identifies the regions and locations with the most potential while taking into account clients’ unique concerns and criteria.

In combination with the latest market data, this approach reveals the most promising locations, worldwide. Analyzing various what-if scenarios gives additional information on the best way forward.

GfK uses a gravity model technique to analyze regional market share indicators.

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GEOMARKETING: A ROAD MAP TO SUCCESS

Geomarketing | Energy

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GfK insights and consultancy illuminate the ideal locations and provide an objective basis for making more informed decisions.

A broad range of relevant market data comprises the basis for evaluating potential and location decisions. Keeping risk factors in focus maximizes the likelihood of a successful outcome and serves as a reliable foundation for long-term business decisions.

In the emerging evolution of filling stations into neighborhood shopping sites, retailers should increasingly focus on new target groups in the end-consumer sector. These target groups and the associated demand can be evaluated and pinpointed using GfK market data in combination with a proven methodology. This approach makes it possible to recruit strong partners and make better investment decisions.

Our experts offer demand-oriented location analyses, data on regional potential for filling stations and client-specific evaluations. For more information, contact:

Stefan Merz (stefan.merz@gfk.com | +49 7251 9295 150)

LOCATION EXPERTISE + DATA ANALYSES

= SUCCESS

© GfK 2017

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About GfK GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.