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?
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. […]
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.
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.) […]