There is one factor that drives the success of a c-store: their ability to bring customers into the store. There are a variety of different marketing strategies to get to the end result of a customer coming in the store and purchasing. Today I am going to focus on key activities for c-stores to drive traffic into the store.
C-stores have a captive audience when customers are filling up their cars with gas. On average a customer is at the pump for 4 minutes and 26 seconds. During that time they are:
- Watching the numbers on the pump
- Staring off
- Looking at pump signage
- Watching the pump TV
- Looking at the store signs for offers
- Sitting in the car – maybe looking at their phone
The c-stores tend to have the same specials at the pump, beverages or hot dogs. Even with all the marketing opportunities at the pump, the reality is:
- 69% of consumers simply fill their tank and leave – never going into the store
- 31% go into the store and the average basket is $4.82
Just imagine if you could increase the number of customers coming in the store and making purchases, the revenue impact is huge and the profit is even larger.
Loyalty programs are an effective way to drive customers into the store. C-stores that have a loyalty program with active communications (emails and texts) see their in-store visits increase to 50 – 60% compared to the average 31%. If the average c-store has 277 customers per day per store, then an increase from 31% to 50% with the average basket of $4.82 delivers $92,918 per year for one location. If you can increase the average basket with effective cross-sell, you gain even more revenue. Sending targeted promotions to your members via email and text marketing will increase in-store visits. A loyalty program enables you to send targeted communications that you can then track back to specific customers.
The Gilbarco Tech Conference provided a lot of data to consider and supported the value of loyalty programs to increase in-store purchases. Tecmark has a simple solution to help c-stores communicate targeted promotions, drive teaffic in store and stay top of mind with their customers.