The supermarkets are always there to spoil the party aren't they? With the likes of Tesco and Sainsbury now selling more non-food items than ever before, car care has become yet another area where forecourts face extra competition from the multiples. But they are perfectly placed to rise to the challenge, says David Rogers, sales director of premium valeting products company. Autoglym. "Car care products are big sellers, and their increasing popularity is illustrated by the fact that they are now readily available in supermarkets. Forecourts should be capitalising on this trend, rather than seeing their market share decline as the supermarkets and car accessory stores seize the potential."

As forecourt retailers transform their shops into convenience stores, they might be tempted to push car care to one side, but the high-margin and distress nature of car care make it one of the most important categories to the forecourt shop. If a motorist runs out of fuel, breaks down or loses a headlight bulb, the nearest forecourt will be their first destination for a petrol can, tow rope or new bulb. “Car care is extremely important because customers expect to see certain products stocked,” says Graham Tissiman, sales & marketing manager at Convenience Distribution Group (CDG). “Forecourts are also good for females because they’re more pleasant shopping environments than car accessory outlets.” But while the pressure on space in store has grown, progressive retailers continue to recognise the importance of the car care fixture as a profit driver, says Peter White, marketing director at Saxon Industries. “The key issue is to maximise return from available space,” he says. “This means a need to focus on consumer-recognised brands and having an open mind to promotional opportunities – particularly within valeting and air fresheners. “Clearly more space is always welcome but simple steps such as ensuring the fixture remains well stocked; that recognised brands are displayed prominently; price marking is clear; and that awareness of new products is made easy by additional display/off-shelf merchandising, are key disciplines,” he adds. Park Garage Group’s Twenty Miles Service Station in Kent, which is supplied by CDG, can testify how greater space dedicated to car care can increase sales. Operations director Miles Harvey says monthly sales have risen 39% by increasing shelf space, flagging its presence in store, and by focusing on the brand leaders. Meanwhile, Tom Donaldson, general manager of retail at Brown Brothers, highlights the importance of impulse displays. “Placing more focus on the value of counter-top displays can substantially drive volumes,” he says. “Clean, prominent merchandising units attract the customer’s attention and in turn promote sales. “Exterior displays, without blocking the attendants’ view of the forecourt, are also very effective,” he adds. “They enable retailers to place seasonal products such as screen wash, shampoo and cleaning materials in full view of the motorist. The use of bunkers means products can be displayed with maximum impact and provide good storage for volume sales.” Donaldson adds that retailers should also consider offering more promotions. “Five or six promotions each year do not provide a sufficiently big window to showcase promotional activities,” he says. “For independents, promotions are particularly important as they create a fresh focus of interest for motorists who are loyal to their stores and visit on a regular basis.”

If you’re a forecourt store and you don’t offer the basics in car care then you could be missing out. Because if Mr Jones goes to wash his car on a Sunday morning and finds his sponge has fallen apart, his local forecourt is going to be the most convenient place to get a replacement. Likewise motorists wanting screen wash will drop into the forecourt first. That said, you don’t need to go over the top. Shelf space in the average forecourt store doesn’t allow for a huge range so it’s best to stick to basics.