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Insights and Expertise
ChapterTitle

Signs that drive success:

Signage and payments for gas stations

By pairing signage with advanced payment systems, gas
stations can maximize sales and create a cohesive experi-
ence that meets modern customer expectations.
Empowering ISOs and MLS with integrated solutions

For ISOs and merchant-level salespeople (MLS), offering
a combined payment technology and signage solution is
a game-changer. Gas station owners benefit from the syn-
By Elie Y. Katz ergy of integrated tools that:
National Retail Solutions (NRS) • Increase transaction volumes by attracting more
customers.
very driver is a potential customer for petro-
leum retailers, and the journey from the road to • Simplify promotions through dynamic digital dis-
a gas station operator in your merchant portfo- plays.
E lio starts with effective signage. Great signage • Drive repeat business with loyalty program integra-
doesn’t just attract attention—it transforms a station into tion.
a destination, guiding drivers, enhancing their experience
and boosting sales. Combining impactful signage with EV charging stations, a signage opportunity
advanced payment solutions can create a winning for-
mula for independent gas station owners. As electric vehicles (EVs) gain popularity, gas stations
with EV charging stations need clear and engaging sig-
Why signage matters at gas stations nage to attract and serve these customers. Best practices
for EV signage incorporate the following:
Signage is more than decoration; it’s a strategic tool that • Visibility: Use prominent signs to highlight charg-
connects with customers and drives decisions. From LED
price boards that catch the eye of passing drivers to clear ing availability.
wayfinding signs and in-store displays, the right signage • Guidance: Place directional signs to guide drivers
creates a seamless and inviting experience. For gas sta- to chargers.
tions, it can mean the difference between a driver choos- • Instructions: Include clear, concise instructions at
ing one of your client's pumps or those of a competitor. charging stations.

Key functions of effective signage • Promotion: Showcase in-store deals to attract EV
drivers during charging sessions.
To be effective, signage must do the following:
• Attract traffic: Draw drivers off the road with bold, Advanced payment systems can further enhance the EV
well-placed signs. experience by integrating loyalty rewards and promotion-
• Guide customers: Ensure smooth navigation to al content into EV signage, ensuring these customers stay
pumps, parking and in-store services. engaged.
• Promote deals: Highlight special offers, loyalty pro- Building a strong brand with effective signage
grams and in-store products. Signage also plays a vital role in branding. Professional-
• Enhance brand identity: Reinforce your station’s grade grand-format printing for banners, decals, window
name and services. graphics and more can improve the aesthetic appeal of a
Pairing signage with payment solutions station and create a cohesive, memorable brand identity.

Gas stations increasingly rely on advanced payment sys- Effective signage is more than a marketing tool; it’s es-
tems to streamline operations and improve customer ex- sential to gas station operations. When combined with
periences. In the best cases, payment systems integrate advanced payment systems, signage becomes a powerful
seamlessly with signage, creating opportunities to: driver of traffic, sales, and customer satisfaction. Gas sta-
tion owners can compete with larger chains and thrive in
• Promote loyalty rewards through digital displays. an evolving industry. And ISOs and MLSs are ideally po-
• Highlight cash discount programs for cost-con- sitioned to make that happen.
scious customers.
Elie Y. Katz is founder, president and CEO at National Retail Solutions
• Offer QR codes on signage for app-based payments (NRS), https://nrsplus.com. Contact him by phone at 201-715-5179 or
and special deals. by email atekatz@nrsplus.com.
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