Denmark: Q8 Launches Female Friendly Petrol Station Concept

april

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Denmark: Q8 Launches Female Friendly Petrol Station Concept

In order to draw more female customers to its Q8 petrol stations in Denmark, Kuwait Petroleum is investing in cleaner stations and healthier food options for its shops. The move to improve service stations is a logical one. Indeed, as well as making the fuel outlets more appealing to women, the measures being taken are likely to please all customers.

Kuwait Petroleum has chosen to make investments aimed at increasing the number of female consumers visiting its petrol stations in light of evidence which shows that women’s spend in forecourt shops is significantly lower than that of men.

Offering healthy foods and beverages at service stations is a shrewd move, given that consumers are increasingly seeking out healthier products that fit into their on-the-go lifestyles. Indeed, a Datamonitor survey conducted in 2006 showed that around 60% of Europeans had sought to purchase an increased amount of food and drink that were both convenient and healthy than they had done in the previous 12 months.

Q8 is not the only fuel retailer to have made investments in increasing the number of females visiting its service stations. Preem has also been making its service stations more attractive to women. Along with stocking healthier foods and beverages, Preem has sought to make its petrol stations feel less ‘macho’ by painting walls with warm colors and providing more open spaces and eating areas.

Fuel retailers are correct in trying to encourage spending habits in the female share of their customer base. At present, as well as spending less than men per head in service station shops, women are also less likely to make a purchase of any sort. Indeed, across Europe, men account for 60% of all non-fuel transactions in service stations.

While fuel retailers claim that their main goal is to capture a bigger share of the female purse, the measures that they are taking are likely to be attractive to all customers, which can only be beneficial to any fuel retailer. As well as providing a theme for a focused marketing campaign, the focus on female customers will result in wider business improvements.