Achieving Higher Customer Lifetime Value in Your Restaurant
Restaurant customer lifetime value, or CLV, is the amount of revenue you can expect over the entire lifetime of a customer, from their first visit to...
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Acquire new customers and capture valuable data with industry leading customization features.
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Are you overlooking these 8 reasons to sell mobile-first gift cards?
7 min read
Jun 17, 2024
It’s no surprise that most customers shop at convenience stores for the convenience, but there aren’t always compelling reasons to return to the same c-store. As a result, people are less likely to make repeat purchases at one location.
How can you make your convenience store stand out and keep customers returning? Defining your convenience store brand and employing marketing strategies helps you stand out in a crowded market. Let's dig deeper.
Developing a brand identity is the first step in creating a successful convenience store business. A strong brand identity sits at the core of your marketing strategy. It’s not just about the logo or colors that make up your brand but what customers feel when interacting with your business.
Brand strategy helps you prioritize goals and plan. It can help you determine whether your brand tone should be casual, conversational, or authoritative. It can also determine the demographics or segments you’d like to target.
To develop a brand identity, you’ll want to identify:
1: Your target audience and what makes your store stand out: Do you have specialty products? Do your customers love your consistently quick service? Do you have everything someone would need in a pinch? Are you known for your friendly staff? These are characteristics you can showcase in your brand identity.
Look at your target audience: Who are they? Why would they stop by your store? What issues are they facing that your store/brand could help with?
If you use your knowledge of your audience’s needs and buying habits to target your messages to them, you’re more likely to resonate with them.
2: Your competition: Look at the other convenience stores in your area. What is their branding like? What are their strengths and weaknesses? Think about what makes your store different from any others (even if it’s small features), or how you’ll grow your business to a level where it’s different.
3: Your brand’s personality/story: You know what makes your brand stand out since you’re involved with it every day, but why does it stand out? What’s the story behind your brand? Consider why you do what you do and how you’ve helped your community. Stories are a great way to connect with people, so use these questions to further develop and share your stories.
4: Your brand’s voice and tone: Maintaining a consistent brand voice and tone is essential. This regularity builds trust with your audience and potential customers. When creating your brand’s voice and tone, you should:
5: Your brand’s look and logo: Your brand’s logo is often the first impression people have with your store. Logos incorporate a variety of visuals like color palettes, typeface, imagery and other elements. Color can convey a specific message and make people feel a certain way. Be aware of this when considering your brand’s look and logo. The font and imagery should represent your brand’s story and voice. Any text you include in your logo or imagery should ideally be black or white and easy on the eyes to improve comprehension.
You’ve developed your brand identity. Now, it’s time to align your brand with your customers’ expectations. You can do this by:
After you’ve created your brand’s identity and aligned it with your customer’s expectations, you’ll want to:
The convenience store landscape is competitive. Your product offerings need to stand out, and your brand identity needs to resonate with your customers to create more than just a shopping experience.
These marketing strategies can help you create meaningful connections with your audience:
Technology plays an essential role in your marketing strategy, too. An all-in-one platform helps you create exceptional customer experiences and build revenue in addition to your everyday marketing tactics.
Use a loyalty program and app to provide a seamless experience. Allow customers to order a snack from their device while they’re pumping gas. Promote limited-time offers on their favorite snacks and drinks.
Plus, predictive models and real-time data let you easily segment customers and target them based on their activity.
Before you launch your campaign, determine your objectives or goal: Do you want to sell more products? Do you want to increase sales? Get brand recognition?
Once you have your goals in mind:
Measuring whether your campaign was effective is necessary to help you determine if the campaign helped you reach your goals. Having the right technology platform is a key part of determining campaign success. Plus, the information you collect when you analyze one campaign is helpful when planning future campaigns.
Clear marketing objectives help you reach your goals and grow your business. Setting specific goals, using proper channels, having knowledge about your audience, and using the right technology helps you easily meet your business goals, no matter your budget or starting point.
Ready to launch your first or next convenience store marketing campaign? Contact us today to see how we can help.
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