Convenience Store Decisions – C-store loyalty programs are enticing customers, while mobile options bring new ways for retailers to engage with shoppers.
Surprise and delight programs send customers coupons for free items, especially if they haven’t been to the store in a while, something particularly useful in driving fuel-only customers into the store.
“A loyalty program linked to a mobile application is powerful for retailers who have been able to get consumers to opt into the program,” said Perry Kramer, senior vice president and practice lead, BRP, a retail consulting firm.
Using today’s technological advances such as location data, geolocation, geofencing and beacon technology, retailers can leverage their ability to connect with the consumer electronically even before they pull their vehicle onto the property.
“These tools will continue to be used to speed up drive-through and in-store lines, offer personalized marketing while at the pump and in-store marketing,” Kramer said.
Unfortunately, 63% of retailers can’t identify their customer before checkout, according to BRP’s “2019 POS/Customer Engagement Survey.” Kramer noted c-stores should continue to focus on loyalty programs that allow them to identify consumers and connect with them in a personalized way.
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