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in demand year-round. “My site is centrally located between the beautiful NSW far south coast and the Snowy Mountains,” she told Convenience World. “Mountain biking, cycling, hiking, camping, water sports and fishing bring tourists in droves in the ‘off season’ – being summer – as well as to observe the magnificence of the vast scenery and natural wonders to the region.” She adds that new attractions are constantly being explored, with ballooning and battery powered foil board tours being trialled this year. And, with the construction of the Snowy 2.0 hydropower project, the community is experiencing a boom. But it’s in the winter months that the area “becomes a wonderland that comes alive”, Ms Lester says. With no road bypass to the Snowy Mountains, Cooma offers various accommodation options, and all major petrol station suppliers operate in the town. Ms Lester’s site attracts regular local customers and new and returning visitors to the area. She says there’s a distinct difference between their needs. “Tourists have lots of questions about road conditions, weather and snow reports, whether we carry Alpine diesel, rules on carrying chains, or directions,” she said. “Tourists also like to reload on supplies, confectionery, chips and drinks.” In contrast, locals/regular customers are topping up their vehicles with fuel, buying a drink or ice cream, and enjoying regular chit-chat catch-ups with staff. “Some regulars just drop in to buy the “Winter tourists hit hard and fast, whether on their way to the snow or on their return journey home. Be ready!" paper,” she said. Products that perform well at Region Service Station during winter include Alpine diesel/winter mix (diesel freezes at 0°C), ice scrapers, de-icer products, beanies, glasses, and hand and toe warmers. Ms Lester supports these within the store through effective location and staff knowledge of the product. Her advice to retailers looking to lift winter sales is to focus on the three Ss: stock, site and staff. “Make sure you have your stock and site prepared,” she said. “Staff must have their game face on – winter tourists hit hard and fast, whether on their way to the snow or on their return journey home. Be ready!” IN SEASON – WINTER WARMERS More than a fuel stop The service offered at Region Service Station is top class. In 2019, the team were recognised by their dealership with the award for the 2019 Silver Retailer of NSW. Ms Lester and her trained team members have been providing the area with a friendly and courteous welcome – whether it be to first-timers or to the regular locals or visitors – for years. “Being a tourist town, we recognise that we and the town need your custom to continue,” she said. The site has been operating as a family business, servicing the needs of the local community, surrounding regions, tourists and business travellers since the 1970s. It was previously a ski hire shop and petrol station, but the decision was made in late 1999 to focus operations on the service station side of the business and further diversify by installing DIY car wash bays and an auto car wash. “I’ve even installed a self-service dog-washing machine and an ice machine for my customers’ needs,” Ms Lester said. The 81sqm well-stocked convenience store allows customers to one-stop shop for necessities so they can get on their way as smoothly as possible, whether to work or play. Fresh ice, barbecue gas bottles, drinks, coffee, ice creams, beanies, glasses, de- icer products, ice scrapers, hot pies, sandwiches, snacks, sausage rolls, and confectionery are all available. Ms Lester recently upgraded the site with new fuel bowsers, offering quality products (unleaded, premium unleaded, V-Power and diesel) at every bowser, reducing customer waiting time. Region Service Station is more than a fuel stop. It also provides local knowledge and expertise. “Drastically changing weather conditions can leave tourists with lots of questions,” Ms Lester said, adding that these concern road conditions, weather reports, rules on the carrying of chains, as well as directions. “We also have free maps of both the Snowy and NSW South Coast plus trail maps, etc, for those mountain bike tracks and ski resort trails.” The site has been recognised with several state and national industry awards for its cleanliness, high service standards, and friendly and professional staff. Its success is best evidenced by its returning local and loyal travelling customer base. MAY/JUN, 2021 CONVENIENCE WORLD 27