Dive Brief:
- C-stores that offer a more personal touch, whether in the store or through the loyalty program, stand to win with customers and improve the bottom line, according to a recent report from Intouch Insight.
- Mystery shoppers highlighted employee engagement with customers as an area for improvement at convenience stores, with only 13% of workers suggesting additional items to purchase and 35% mentioning their store’s loyalty program at checkout.
- Convenience stores are increasingly turning to technology to address customer service concerns by automating mundane tasks to let workers focus on creating a more personalized and quality customer experience.
Dive Insight:
Whether it’s through remote forecourt monitoring targeting mobile ads to rewards program members, technology is becoming vital to c-stores. This also can include unique payment options or even retail media.
“Every pump screen, checkout lane, and app interaction is a chance to connect with customers and drive measurable impact,” Intouch Insight said in the report.
When it comes to loyalty, 56% of customers said a good rewards program affects where they decide to shop. Personalization is a key part of that, as 85% of respondents said they were more likely to join a loyalty program whose rewards match their shopping habits, according to the report.
“C-stores that are getting loyalty right are pushing high-margin products with personalized offers, shaking in upsells through gamified rewards and keeping things fresh so customers don’t check out — mentally or physically,” said Intouch Insight in the report.
For retailers offering food, technologies like self-cleaning robots or automated staff training are important in turning one-off shoppers into repeat customers. The report noted that customers consider how clean the store is, the behavior of staff handling the food and the condition of packaging when deciding if the food is fresh.
