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.
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.
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.