The annual NACS Convenience Voices survey collects real-time insights from c-store shoppers while they are on-site. One component of the survey focuses on the fuel-only occasion: when a customer comes to the forecourt to refuel and does not go inside the store. 

The 2025 survey found that while 23.8% of shoppers say they typically only purchase fuel on their shopping occasion, more than three quarters (76.2%) say they will go into the store on some of their visits. 

When we take a look at why these fuel-only customers did not go inside the store, the main culprits are that shoppers said they only needed fuel (63.6%) or were in a hurry (30.8%).

Although the main barriers are perceived needs and time constraints, promoting the in-store offer on the forecourt may be the key to getting them inside. The top offers shoppers say would make them more likely to go inside the store may already be available—they just don’t know it.

When it comes to what shoppers wished the store offered which could make them more likely to shop inside, most are things the channel offers already. Customers most often cited better discounts, sales and promotions (38.1%); a loyalty or rewards program (24.7%); or fresher/healthier options (24.4%).

Related to foodservice, customers say a bundled food and a beverage offer (21.5%) or a better coffee selection (16.1%) could attract them inside the store.

What would make fuel-only customers go inside the store? Unfortunately, there’s still about 40% of fuel-only customers who say there was nothing a retailer could’ve done to entice them across the threshold. However, several responses show where opportunities exist. Shoppers said they might have gone inside the store if:

• The store had better signage or promotions outside (17.8%)
• If I had their loyalty/rewards program (17.1%) 
• If product offerings were more visible (16.6%) 

These data show a disconnect between the customer’s awareness of what is offered in the store, and what they percieve the offer to be. Communicating the inside offer at the pumps could be a key lever in conversions into the store. To learn more about how NACS can help your brand using shopper insights, I’d be happy to chat.  

NACS Convenience Voices surveys c-store customers in real time while they are inside stores and on the forecourt. To learn more about this program and how it can help your business, visit convenience.org/voices.