First impressions count in most walks of life and in the forecourt business it's no different. A regular wash and brush-up and a regular lick of paint are basic, but essential, maintenance tasks, which will reassure passing motorists that you are a well-run business worth stopping for.

Kevin Phippen, service and operations director at Gilbarco Veeder-Root, which services sites for several major independent groups, as well as company-owned and dealer sites for BP, Esso and Total, says: "As fuel retail margins erode, forecourts are becoming very competitive. As with all customer-driven markets, the visual impact of the site is very important in attracting and retaining customers. Pumps that are clean, have well-maintained nozzles, hoses and panels, as well as clear displays, are what customers want - and indeed expect to see when they fill up."

More importantly, service providers agree that sound maintenance and a clean, tidy site go hand in hand: "An uncared for site is often a potentially unsafe environment for customers and operators alike," adds Phippen.

Huw Carey, sales director for Torex Retail's petroleum and convenience unit, echoes this view: "While poor maintenance can lead to mechanical failure and loss of trading, it could also lead to injury, for which the site owner would be liable," he says. "For example, poor maintenance of external equipment can end up in panels hanging off, or holes or rust - all sorts of things that could lead to customer injury and that is the last thing the retailer wants."

Although retailers will be only too aware of the impact equipment failure can have on sales, another effect that isn't always considered is the stress it puts on the employees dealing with frustrated customers, particularly if problems become too commonplace. "Forecourt staff are placed under considerable pressure when equipment fails," says Phippen. "The pressure overload often manifests itself in high staff turnover, high absenteeism and ultimately high instability."

However, proactive and preventative maintenance work can often be regarded as an added expense that cash-strapped retailers could well do without. But Phippen says regular check-ups actually cost much less than tackling unexpected equipment failure. "We know from experience that planned and predictive maintenance solutions have between a 50-60% cost when compared with the reactive option," he says. "They also reduce the secondary cost issues associated with lost fuel offer opportunities, brand image dilution, and lost shop sales."