Your Customer's First Impression!

Your Customer's First Impression!

One of the filthiest surfaces that people touch on a regular basis are gas pump handles. This, along with a dirty fueling area outside, creates a visual representation to the customer of the care and quality they might find on the inside of a retail establishment. First impressions are the handshake that welcomes the consumer and encourages them to come inside to spend more. And for many, their customer's only handshake is with their gas-pump nozzles. What kind of handshake do customers have with your brand?

Consider This:  If you walked into a restaurant and it was dirty with stains on the floor and a bad odor, would you feel comfortable eating the food there? No way! Your customers will hold your c-store to these same standards. If your gas pumps and forecourt are dirty, chances are they will NEVER purchase a fresh food item from your store, let alone come inside. Research shows that after street price, “cleanliness is the #1 reason customers choose to visit a c-store (M/A/R/C 2009)”. An article by Frank Beard is an example of why the customer experience is an essential component of the perfect pit stop.

"Nearly 40 million Americans fill up their vehicles every day, but less than half reported going into the store during their last purchase."

From Your Customer’s Point of View: Customers now expect a traditional retail experience at convenience stores and are holding you to that standard. If you don’t meet that standard, they will find a location that does, and will most likely tell their friends about it too.  When was the last time you took a look at your location from the customer’s point of view?  

From the Fuel Island to Store: Did you know that that on average, 71% of a store’s total sales are motor fuels, yet motor fuels only account for 36% of profit dollars (NACS Magazine, March 2014 – “The Future of Fuels”)? For most retailers, converting a fuel purchaser to an in-store customer is on top of their priority list because it is evident that motor fuels drive sales dollars, while in-store sales drive profit dollars. Your first impression to meeting the standards for ensuring a great customer experience is not easy, but starting somewhere will get you on a track to success. We recommend focusing on the first thing your customers will interact with at your store. Most likely this means focusing on the image of your fueling area and equipment. You might want to ask yourself “What does my fueling area say about my in-store offerings?”

  1. Are my nozzles dirty?
  2. Do my customers tend to use a paper towel to pump their fuel?
  3. Does my garbage leak and stain the surfaces?
  4. Are my concrete pads dirty, stained and littered with trash?
  5. Is my parking stall stained and creating potholes?
  6. Does my equipment have vandalism and/or graffiti problems?
  7. Do my squeegee buckets smell like $#%!?
  8. Is there gum and other food littering a customer’s walking pathway?

If you answered yes to any of these, you might be losing valuable in-side sales opportunities and, more importantly, profit dollars. Take action today and don’t let your dirty dispensers take a bite out of your profits.


All CAF Outdoor Cleaning Products

The CAF name and reputation were built on a foundation of trust. This online privacy policy describes the information CAF collects through the services available on our web site, (the “Site”) and how we use that information. Our policy also describes the choices you can make about how we collect and use your information.

What type of information does CAF collect about me?

CAF may collect personal information. Personal information does not include business contact information (e.g. office address, telephone number) in those jurisdictions that recognize such information as not being personal information. Personal information means information about an identifiable individual and may include:

  • identifying information, such as name, address, e-mail address;
  • financial information, such as credit card number

In addition to the personal information you actively provide us, we also collect web site use information which includes information about your internet service provider, browser type, domain name, IP address, the web site that referred you to us, the web pages you request, the date and time of those requests, and entry and exit points. Our collection of web site use information may involve the use of cookies and pixel tags.

Is my personal information shared with third parties?

Our web site may share information with companies that provide support services to us (such as credit card processors, mailing houses or web hosts) or that help us market our products and services. These companies may need information about you in order to perform their functions. These companies are not authorized to use the information we share with them for any other purpose.

We may disclose specific information upon governmental request, in response to a court order, when required by law, to enforce our corporate policies, or to protect our or others' rights, property, or safety. We do not provide information to these agencies or companies for marketing or commercial purposes.

In the event of a sale of some or all of our business, CAF may disclose personal information to those involved in a transfer of all or part of the assets or business.

Unless permitted by law, no personal information is collected, without first obtaining your consent for the collection, use and sharing of that information. The provision of personal information to CAF means that you agree and consent that we may collect, use and share your personal information in accordance with this privacy policy.

How do I remove or modify my personal information?

CAF strives to ensure that any personal information provided and in its possession is as accurate, current and complete as necessary for the purposes for which we use that information.

If you signed up to receive email communications by providing your email address on the home page of, you may either call our customer care line at 425.837.0025 to remove your email address to opt out.

Why does CAF collect web site use information?

During your visit to, we will collect certain web site use information for a number of purposes, namely to:

  • Make your access and shopping more convenient and efficient;
  • Establish Site activity trends;
  • Monitor Site performance; and
  • Improve Site design and functionality.

What about links to other sites?

Please be aware that we provide links to third-party web sites as a service to our guests, and that we are not responsible for the content or information collection practices of those pages. Please note that these web sites' privacy policies may differ from this privacy policy. We encourage you to review and understand their privacy practices before providing them with information.

How is my personal information secured?

CAF strives to maintain appropriate physical, procedural and technical security with respect to its offices and information storage facilities so as to prevent any loss, misuse, unauthorized access, disclosure, or modification of personal information. This also applies to our disposal or destruction of personal information.

We encrypt the pipe through which personal information, such as credit card numbers, is sent, using Secure Socket Layer (SSL) technology to ensure that your information is safe as it is sent over the Internet to our server.

What about links to other sites?

Please be aware that we provide links to third-party web sites as a service to our guests, and that we are not responsible for the content or information collection practices of those pages. Please note that these web sites' privacy policies may differ from this privacy policy. We encourage you to review and understand their privacy practices before providing them with information.

Privacy policy changes

If we decide to change our privacy policy, we will post a new statement on our Site and change the date at the top of the policy. Therefore, we encourage you to check the date of our privacy policy whenever you visit this Site for any updates or changes. If you have provided personal information to us, we will email you any changes to the privacy policy that might affect the way we use your personal information.

Questions and Feedback

We welcome your questions, comments, and concerns about privacy. Please send us any and all feedback pertaining to privacy, or any other issue.

Terms and Conditions

Please also visit our Terms of Use section that explains other terms governing the use of this site.