Archive for the “Consumer Insights” Category

Easily Create One-to-One Marketing Campaigns with Artificial Intelligence

Do you plan your marketing campaigns months in advance? Do you run the same basic campaigns on a regular basis? Do all of your guests receive identical offers? If you answered “yes” to any of these questions, read on to learn how leveraging new technology and changing your approach to a one-to-one model will revitalize your customer engagement program.

Imagine that it’s a random Tuesday and your boss says, “We need to get more guests through the door.” You respond by carefully crafting a “We Miss You” campaign to send out to guests who typically visit often but haven’t been in for a while. You send all of them a visit challenge that promises a reward if they come in once in the next 30 days.

While these types of campaigns are generally effective, is 30 days the right time frame for everyone? In reality, a challenge that has the same message, the same period of time, and the same reward can’t work for everyone. If you send this challenge to guests who usually visit every day, why would you reward them for coming in once in 30 days?

With artificial intelligence (AI) and machine learning-based marketing tools, one-to-one offers and challenges are auto-targeted for each guest. Whereas, one guest may be asked to visit three times to earn a particular reward, a more active guest may be asked to visit five times to earn a different reward. One-to-one marketing enables you to target guests based on their individual visit behavior. You simply set the parameters – How much do you want to spend? Are guests required to visit within a certain time frame? What are the respective rewards for the challenge? The AI-based system processes these rules to deliver a personalized brand experience to each customer.

As with any type of campaign, Paytronix doesn’t lock you in to a basic set of off-the-shelf promotions. One-to-one campaigns can be leveraged in several ways depending on your brand and business objectives.

  • One-to-One Cadence Rule/Uploader: This version of the one-to-one challenge is “On Visit X, use this reward.” And the intelligent algorithm we’ve created will determine the best challenge for each guest.
  • One-to-One Continuous/Lapsed Designation: This option enables you to send targeted campaigns all year long, rather than doing so on specific days. You also aren’t limited to a set number of tiers that your guests fall into. For example, typically you have tiers such as; guests that visit less than three times, three to five times, or more than five times. With one-to-one continuous campaigns, you can have an endless number of tiers. Manually, this would take an exorbitant amount of time to craft and set up, but with this feature, guests are auto-targeted for you.
  • One-to-One Points/Visit Challenge: This version enables you to vary the thresholds and timeline for a guest’s offer. Some guests may be asked to visit two times in a month for a reward, while others may get a week to visit once to complete the challenge.

Giving control of your promotions to a “machine” can be scary. This feature gives you peace of mind that you are still in control, just with less manual work. You can monitor how your one-to-one campaigns are performing and adjust the parameters in real time to achieve your desired results.

Stop wasting time and brain power on manual campaigns and maximize the return on your marketing investment with a little help from AI.  Learn how – by calling Paytronix at 617-649-3300, extension 5 or request a demo today.

How C-Stores Can Capitalize on the CBD Trend

Convenience stores can’t take advantage of every trend that comes along, but when one promises to be a $2 billion opportunity by 2022 and could easily be stocked in c-stores, it’s time to pay attention.

CBD, a non-psychoactive cannabinoid in the cannabis plant, has been garnering considerable attention and consumer spend over the past few years. Increasingly popping up in things like oils, gummies, and vapes, CBD could also represent a significant opportunity for convenience stores.

Is It Legal for Convenience Stores to Sell CBD?

Passage of the 2018 Farm Bill legalized products made from hemp as long as it contains less than .3% THC. The status of CBD, however, is a little murkier.

Some states have outright banned CBD, some allow it, and others consider it to be in legal limbo. But that’s not stopping major chains from jumping on the bandwagon, as both CVS and Walgreens have announced that they’ll be selling products containing CBD in stores across at least eight states.

The legality of selling CBD at a convenience store depends on the location’s state laws, but with CBD products rising in popularity, it’s likely that many of those laws will be changing over the next several years. It would benefit convenience stores to be ready.

Who Would Buy CBD from a Convenience Store?

Not surprisingly, CBD is largely being purchased by the trendsetting millennial generation, which extols its relaxation, sleep, and overall wellness benefits. […]

The Keys to High ROI for Grab-and-Go Food and Beverages

For some people, the news that both Target and Whole Foods are moving into the grab-and-go segment might feel like a threat. But for savvy c-store owners, it’s something else entirely: an opportunity.

When big players like Target and Whole Foods make a move, it behooves everyone in the food-sales industry to take notice. After all, they wouldn’t be doing so unless it’s likely to be highly profitable. And that certainly looks to be the case, as there’s been a 15% increase in prepared meals and snacks since 2010 and 25% of millennials eat in their cars on a daily basis.

Fortunately, convenience stores are perfectly positioned to take advantage of this opportunity. Nearly half of their customers are already purchasing food or beverage items.

And because c-store customers tend to make multiple visits per month, grab-and-go food is a prime way to increase their spend each time and encourage even more visits.

Convenience stores also have ample opportunity to promote their grab-and-go food options. Simple signage in the store can motivate customers to add food to their purchases, and signage in the forecourt may entice fuel-only customers to pick up a meal or snack. Video ads at the pump can serve the same purpose.

Although getting customers interested in grab-and-go options seems simple enough, getting them to actually make purchases is another matter. A long checkout line will send 74% of shoppers to a competitor, while 41% of them will change their minds about a purchase if the line is too long.

A grab-and-go program needs to deliver both a high ROI and an increase in visits. For maximum effectiveness, special attention should be paid to the “Four P’s” – product, price, place, and promotion.

Each of these four elements plays a crucial role in the success of a grab-and-go program. To highlight their importance, we’ve created an on-demand video containing details and ideas on how to implement your own program.

This free, streaming webinar, “Grab-and-Go: How to Maximize Your Foodservice Options” will take you through the key recommendations we give our c-store clients, as well as help you create an effective grab-and-go segment plan.

Click here to watch this free, on-demand video and learn how adding or improving your own grab-and-go program can boost your bottom line and help you compete with even the biggest industry players.

Convenience Store Marketing & Loyalty Program Trends for 2019

If 2018 continued the trend of disruption for convenience stores—with things like Amazon Go stores opening at a steady pace and frictionless shopping gaining traction—convenience store marketing trends for 2019 all have to do with capitalizing on those disruptions.

Our team has identified seven can’t-ignore trends that represent a tremendous opportunity to increase brand loyalty and increased revenue. Planning for (and taking advantage of) these marketing strategies now will help ensure that your store’s biggest “trend” for 2020 is consistent growth.

(To get a detailed description of each trend, along with ideas for how to make the most of them, click here to access our free, on-demand training called, “Convenience Store Trends: Expert Predictions for 2019.) […]