The Paytronix Convenient Connections Summer Series is a five-part blog that explores successful loyalty campaigns that convenience stores can use to drive user engagement, win back customers, successfully segment customer groups, and ultimately drive incremental revenue. Look for the Summer Series throughout the months of August and September.
A critical business strategy for most convenience stores lies in vendor funding. While the majority of this funding is used for signage and widely available member pricing – two strategies that have proven to be very successful – there are other means of leveraging this funding that can be mutually beneficial.
One such way is through a lapsed category campaign. This type of campaign targets customers who made a specific purchase – of, say, a candy bar – within the last six to 12 months, but not within the last 30 or 60 days. The offers that accompany these campaigns typically need to be high-value, which is why they are perfect to leverage with vendor funds; but when planned strategically, the vendor can also benefit by seeing its products reintroduced to its own lapsed buyers. […]