TAUNTON, MA — The owner of a combination carwash, gas station and c-store here is known for his aggressive marketing and competitive pricing, the Taunton Daily Gazette reported.
The Jan. 3 story stated that Prestige Car Wash often sells fuel at or below cost. Owner Ronen Drory said in the story that the low prices attract customers to his carwash and c-store.
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The carwash and c-store are where Drory derives the bulk of his revenue and profits. In fact, he offers a 30-cent-per-gallon discount on gas when a customer spends $12 or more on a carwash.
Recently, Drory decided to make the switch from unbranded to Mobil brand gas. According to the story, Mobil and other national-branded customers generally are more loyal to their brands. Also, customers tend to spend more at attached c-stores and carwashes.
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Since the brand change two months ago, gas volume is comparable. The difference has been that each transaction is now, on average, much higher. Customers tend to spend $50 to $100 per sale, and they splurge more readily on carwashes, Drory said in the article.
Read the entire article here.
