Editorial : Consumers Reduce Driving Time & Journeys

While rising fuel prices have been a feature for quite some time, new consumer behaviour trends are beginning to affect retail sales.  In Europe, there is clear evidence in recent retail sales reports that consumers are reducing the number of journeys due to the ever rising price of fuel. 

Consumer perception is that there is no end to this price rise of fuel.  At the same time, the price of food is going up steadily. This is being translated into major behaviour changes in travel and the number of journey's being made or planned.   However many drivers are making more trips to the petrol service station highlighting the fact that more drivers are not filling up their fuel tanks but mankin additional service station visits.

In Europe, we are about to see a drop in sales at 'out of town' shopping centres in general terms. The new driving and travel behaviour is not confined to local trips. Itis also affecting  the number of regional and  international trips being made.  This presents new retail  opportuniteis as well as threats.  For petrol and convenience retaielrs, knowing your customers and having the right pricing policy and product mix will be crucial to maintain your competive edge.  It is also an opportunity to have additional shop and ancillary sales as well as win new customers! 

David Egan

International Editor