Nisa picks Wrexham for its first forecourt offering
Nisa is following in the footsteps of the multiples by opening its first own-branded fuel forecourt in Wrexham next month.
Nisa member David Wilcox has partnered with fuel supplier Greenergy to develop an own-brand fuel offer as part of a move to build brand awareness in the sector, provide a uniform image from store to forecourt and remove customer confusion.
The Wrexham site will be the first to unveil the new look in mid-March with Nisa branding emblazoned across pole signs and canopies.
Nisa retail development director Raj Krishan said customers rarely browsed forecourt stores and that suggestive messaging such as ‘are you thirsty?’ or ‘have you got dinner tonight?’ coupled with promotional offers and meal deals would entice shoppers to hunt out the offers in-store.
“We’ve had to adopt our offer in terms of range, look at our promotions and how we communicate with the consumer,” Krishan said. “It’s more about the meal for tonight and food on the go. We’ve tried to use that as the core base for the promotional offering and put strategic one-off products into the mix.”
The conversion, which follows extensive research and demand from members, forms part of a wider growth plan to adapt a further 10 of the 130 Nisa-branded shops attached to petrol stations this year.
“Many of our retail members operate petrol stations with on-site stores and so we’re delighted to be able to support these members by extending our offering from the store to the forecourt,” said Krishan.