CDLLife Community Survey: Truck Stop Insights
At CDLLife, our mission is to enhance the trucking industry for every driver and carrier, including improving their experiences at rest stops along the way. So, we went straight to the source and surveyed over 1,300 truckers from our community to get real insights on their preferences and opinions about truck stops.
The findings offer a look into their buying behaviors and values, shedding light on how businesses can better cater to their needs on and off the road.
By honing in on what matters most to truckers—parking convenience, fuel card perks, location, etc.— you can craft messages that drive them straight to your door.
Take a look at what we uncovered.
* Results based on 1,323 survey respondents
Truck stop preferences
Understanding where truckers choose to refuel and why they choose a particular stop is the foundation for tailoring strategies to better meet the needs of the community.
Love's Travel Stops emerged as the top truck stop choice among respondents, closely followed by Pilot Flying J.
The dominance of Love's Travel Stops in our survey confirms the importance of factors such as location, convenience, and quality of service in shaping truckers' preferences.
Coffee, meals, snacks, and water were among the most commonly purchased items at truck stops.
By aligning product offerings with core preferences, companies can ensure they are meeting the practical needs of truckers on the road. Tailoring marketing strategies and promotions around these popular items can capture the attention and loyalty of truckers, driving increased sales and fostering a positive brand perception within the trucking community.
Behind-the-wheel buying behavior
Understanding the intricacies of purchase decisions, from the convenience factor to the impact of promotions, begins with knowing the driver behind the wheel. By gaining insights into their preferences, behavior, and lifestyle, your company can navigate the best way to meet their needs
While price and brand recognition are factors, our survey found that convenience holds the greatest sway over truckers' purchasing decisions.
Emphasizing convenience in marketing messages and promotions can resonate strongly with truckers, compelling them to choose one truck stop over another based on the ease and efficiency it offers.
When asked to rank, “What are the primary reasons for choosing a truck stop?” Fuel Card benefits and parking availability ranked the highest among truck drivers in our audience.
Fuel card benefits signify not just cost savings but also convenience and ease of transactions, indicating that truckers prioritize efficiency and practicality. The importance of parking availability highlights the significance of logistics and planning in truckers' daily routines.
With 39.9% of truckers indicating that they purchase additional items "most of the time," this reveals an opportunity for businesses to capitalize on these moments of purchase intent. By knowing the frequency of additional purchases, advertisers can strategically position their products or services to capture the attention of truckers during their pit stops.
Emphasizing affordability, convenience, and value can sway truckers towards choosing specific products or services over competitors.
Whether it's promoting convenience store offerings, snacks, or other essentials, aligning marketing efforts with these frequent purchasing occasions can lead to increased sales and brand engagement among the trucking community.
A majority of truckers, 85.8%, had previously participated in loyalty programs or special offers when making purchases.
Truckers show a high interest in promotions or discounts offered at truck stops or gas stations, with 47.4% of respondents expressing they would be “very likely” to take advantage of these cost-saving opportunities. By highlighting savings opportunities in advertisements, companies can incentivize truckers to choose their products or services.
While some truckers plan their purchases in advance, 58.9% opt for a combination of planning and spontaneous decisions, with online reviews and recommendations heavily influencing purchase decisions regarding trucking equipment and accessories.
Providing information about product availability, promotions, and discounts in advance can appeal to planners while highlighting the convenience of making last-minute purchases can attract spontaneous buyers.
Understanding the frequency with which truckers purchase accessories or supplies for their trucks, with 31.2% indicating they do so every few months, provides a recurring opportunity for companies to engage with them.
Given that price weighed the heaviest on the decision-making process, focusing on highlighting affordability and value propositions will resonate the best with truckers.
Truckers typically rely on reviews and recommendations when conducting research or gathering information before making purchase decisions regarding trucking equipment or accessories, with 36.1% of respondents relying on online reviews and 27.6% seeking recommendations from other truckers.
In addition, 42.6% of respondents deemed online reviews and ratings as "somewhat significant” in influencing their purchase decisions.
This highlights the importance of establishing a strong online presence, actively monitoring and managing online reputation, ensuring that positive reviews and ratings are prominently featured and that any negative feedback is promptly addressed and resolved.
18.2% of truckers travel with pets, primarily dogs, and prefer purchasing pet supplies from pet stores or big-box stores.
Target truckers who travel with pets by offering pet-friendly products or services. Whether it's promoting pet supplies, accommodations, or activities, catering to the needs of truckers and their co-pilots can create a loyal customer base.
The majority of respondents indicate spending between 16-25 days on the road each month, highlighting their reliance on truck stops for their daily needs.
This dependence presents a prime opportunity to connect with truck drivers, whether it's through targeted advertising, strategic promotions, or tailored offerings.
Understanding truckers' interests and hobbies outside of work allows advertisers to connect with them on a personal level. When they're not navigating the highways in a semi, you can find truckers behind the wheel of these:
By aligning with the values and needs of the trucking community, businesses can foster stronger connections, enhance brand loyalty, and better support the backbone of our economy.
Looking to maximize your engagement with the trucking community?
Get in touch with CDLLife today to explore tailored opportunities to connect with the nation's largest community of truck drivers.
Want to dive into even more insights? We also surveyed truck drivers to help better inform the industry on what factors influence their values, jobs, purchasing decisions, and more.