Customers are the New Categories for C-Stores

iStock_000056948566_XXXLargeThink back to your last marketing meeting. What kinds of conversations did you have? Did you discuss with your team how to sell more fountain drinks, how to get more chips out of the store, or how to launch that new coffee program? Maybe you talked about how to get more people to buy gas AND go into the store.

These are important conversations to have about how you’re ultimately going to sell more products, but this way of thinking is “category centric.” You’re concerned about how to get certain items off the shelves instead of how to get certain customers into your stores.

The Promotion

Imagine you decide to run a “Buy 2 Cans of Coca-Cola and Get 1 Free” promotion. Coca-Cola cares about one thing – getting their product into the hands of more people. And if you’re category centric, as most convenience store marketers have been for years, that’s probably all you’re focusing on too. Let’s say you decide to blast this Coke promotion to all of your customers, because you know that the more people you send this to, the more people will come into the store to take advantage of the deal.

The Results…at First Glance

There’s a reason why sending a mass email blast is so appealing. Here’s an example of a target and control […]

Saying “My Pleasure” Instead of “You’re Welcome”

Woman working in restaurant taking payment from customerAfter waiting patiently, you finally order your 8-count of nuggets, small waffle fries, and sweet tea. You pull up to pay at the window, receive your food, and ask for extra Polynesian sauce. Before pulling out of the drive-thru lane, you say, “Thank you,” and the worker responds, “My pleasure.”

For 70 years now, one of America’s most loved fast-food restaurants has been raising the bar on word choice and customer service. Chick-fil-A, “Home of the Original Chicken Sandwich,” has made the phrase “my pleasure” a critical element of customer interactions, favoring it over the more common […]

The 80’s were fun, but your loyalty program called and said it’s dying for an update.

convenience store loyaltyThe evolution of loyalty programs over the course of several decades has impacted how the airline, hospitality, and restaurant industries create relationships with their respective customers. To date, we have seen these industries move along a trajectory from paper to electronic stamp cards; basic point systems to tiered loyalty programs; to leveraging compiled customer data to emotional engagement and integration. The airline industry led the pack in the late 1970s, followed by the hotel industry in the 1980s, and then the restaurant industry in the 2000s. These loyalty programs across all sectors have built relationships by rewarding customers for their purchase behavior.

While other industries have moved programs toward more sophisticated use of the data gained from operating loyalty programs, convenience store programs in general seem to be stuck in the 80’s in terms of how data is leveraged to connect with customers in a relevant, motivational manner.  The majority are offering programs that are centered on CPG promotions funded by partners and offering fuel rewards in the form of cents off the gallon. […]

The PXUX 2016 Agenda is Here!

The second annual Paytronix User Experience (PXUX) is something that Paytronix clients do not want to miss! It will be filled with inspiring customer stories, insider details on how to fully take advantage of the newest features, and plenty of networking to share marketing tips and swap campaign stories.pxux leye

Now, you can get the details on the event: the 2016 agenda has been released! Each of the two days are laid out hour-by-hour so you can plan your travel accordingly and get amped about the must-see sessions. If there’s anything you can take away from the agenda at this stage, it’s: […]