Convenience retailers are gaining access to increasingly rich streams of data on their customers as apps get more sophisticated and retail media makes inroads among companies of all sizes.
But even with all that data, finding the right marketing angles is still difficult. It’s about highlighting the amenities, menus or even vibes that sets a retailer apart. When a company hits on something that works, the results can be memorable — like 7-Eleven’s “Always Open” collab with Ja’marr Chase or Wawa celebrating the Phillies MLB team with Schwarberfest.
Below are three unusual promotions that retailers announced in January.
ExtraMile takes the e-sports plunge
Harnessing the power of pop culture is one way for c-stores to connect with younger consumers. Consider 7-Eleven’s partnership with Live Nation last year.
To that end, ExtraMile partnered with professional e-sports team Dignitas to create a branded road trip campaign. Select creators who play the video game Fortnite traveled from Phoenix to Los Angeles, making daily content along the way highlighting the trip and stopping at key ExtraMile locations.
With multiple stops along the route and then a tailgate party at the Riot Games Arena in Los Angeles — where the opening weekend of North American championship for video game League of Legends was held — the partnership targeted a valuable video game crowd that loads up on c-store staples like snacks and caffeinated drinks.
Sheetz makes the fanny pack cool again
Sheetz made its latest marketing push a little more wearable.
The company created the “Canny Pack,” a fanny-pack-style wearable cooler with two detachable koozies and a central pouch to keep things hot or cold. The company called the one-of-a-kind item “equal parts merch, utility and fan badge of honor.”
The bright red cooler has orange and yellow accents, plus the company’s name on the front. Sheetz offered it free to members of its highest loyalty tier — known as Freakz — while supplies lasted.
Sheetz is no stranger to trying unique approaches to catch the eye of its customers. The company built a map that let players make a Sheetz run in popular multiplayer game Fortnite and partnered with Liquid Death to offer a unique approach to cutting its sandwiches.
Yesway tempts shoppers with a year of free fuel
Yesway and Allsups are leaning into the forecourt with their latest push, the Big Fill Sweepstakes. Running through March 3, the sweepstakes gives shoppers multiple ways to enter to win a year of free fuel. Customers can scan QR codes in stores, redeem 250 loyalty points for an entry, complete an entry form online or purchase two select Gatorade or Gatorlyte bottled drinks and enter their phone number at checkout.
The grand prize winner will receive a $2,500 fuel card and six first-prize winners each week will receive a $66 fuel card in honor of the 100th anniversary of the famed Route 66 in New Mexico.
Yesway isn’t the only company giving shoppers a shot at 12 months of free fuel. Other retailers have taken a swing at it, including Circle K and Kwik Trip, showing just how enticing this promotion can be.
