What if most stores – and even Amazon – are getting frictionless shopping wrong? What would it mean for brands that are trying to do things differently?
Kim Otocki, a member of the Paytronix marketing team, recently had the opportunity to sit down with Gus Olympidis, the president and CEO of Family Express. His c-store brand has firmly established itself as a leader in the frictionless experience, and Olympidis had a lot of wisdom to offer other c-store owners who are trying to follow suit.
“We’re beginning to see a movement away from demographics, toward psychographics,” said Olympidis, pointing out that the cookie-cutter approach of segmenting by generations doesn’t work nearly as well as it used to. A group like the millennials, he points out, is far too large and diverse to use as a guide for consumer wants, needs, and behaviors.
The key to serving consumers best, says Olympidis, is doing everything a c-store can to understand them, independent of their demographic. In order to accomplish this, c-stores need the kind of data insights that will let them treat their customers as individuals instead of members of a broad group.
Some of these insights can be provided by digital loyalty programs and digital customer relationship management. But according to Olympidis, one of the biggest mistakes brands are making right now is assuming that technology equates to a frictionless customer experience.
In fact, he believes that “bad technology creates friction.” Anything that makes it more difficult for consumers to get what they want increases friction, and that can absolutely include technology. […]