Advantages of an Omnichannel Approach to C-Store Loyalty

Posted by Mike Anderson on Tue, Sep 12, 2017 @ 07:58 AM

Convenience Store Mobile Strategies

An omnichannel approach to loyalty allows you to reach your most valuable customers across all channels. Customers expect you to engage them in various ways. Giving people a choice in how they join your program will help increase enrollment and drive member engagement. This approach allows you to stay connected with your customers and provide them targeted offers that will drive traffic to your c-store.  

An omnichannel approach to loyalty has several advantages that will allow you to extend touch points with your customers and provide a seamless customer experience. 



They Spend More

  • Customers will spend more money when they feel an affinity towards the program
  • They will spend more up to 10X more than non loyalty members 
  • They will also spend more to earn more rewards

They Visit More Often

  • According to FiveStars, "depending on the vertical, loyal customers can account for up to 84% of total visits" 
  • 65% want stores they frequent to text them specials and promotions.
  • The probability of making an additional sale or up-selling to loyal customers is 60-70%

 They are Promotable

  • VIP and loyalty program members will help spread the word about your business
  • You can develop segmented marketing campaigns based on your customers buying habits
  • You can promote them through an omnichannel marketing approach-in other words you can provide a seamless experience regardless of the channel or device

The presence of mobile is affecting purchasing behavior. According to JBH, about 90 percent of mobile users do research and price comparisons on their mobile devices before making a purchase. Keeping this in mind, you’ll want to make sure your website has plenty of information, testimonials and reviews so your visitors can do plenty of research without ever having to leave. You’ll also want to incorporate the following mobile strategies to effectively win over customers.

Specific Targeted Mobile Text Promotions

According to a report on smartphone ownership published on the website smartphone penetration is now approaching 80%. Since 2013, the rate has gone from 65% to 75% in 2014 and 79% in 2015. More than 93% of 18-34 year-olds have smartphones now, and more than 58% of those older than 55 have them as well.  Marketing through mobile gives you the ability to reach a large customer base instantly. You can tailor your messaging via text by promoting specific products of your choosing.

Short Message Service (SMS) text messages have an open rate of 98 percent. According to Aine Doherty at Business2Community. “No other marketing tool can offer a similar rate, making SMS Marketing one of the most effective ways to get your message to your customer,” Doherty argues. “In contrast email marketing reports a 22 percent open rate, which significantly reduces your chance of success.”

Personalization for Profit

The companies that best use an omnichannel marketing strategy do so during each and every interaction with customers. Customers expect a seamless, relevant and personalized experience across all digital channels of communication, so it’s important that C-Stores deliver an experience that builds customer loyalty and makes them feel valued on a personal level.

A targeted marketing and promotions strategy utilizing an omnichannel approach develops customers that connect to your brand, creates awareness and allows for a better customer experience by receiving relevant offers. 

Target Promotions through Social Media

Targeted personal promotions using various social media platforms such as Facebook and Twitter help build brand awareness while expanding your overall market reach. By utilizing these digital marketing channels you are able to take advantage of the power of social media by giving your existing customers a reason to come back while enticing new customers to stop by your store.

Make sure your promotions have a value proposition by offering specials to people who follow your store on Twitter or like you on Facebook. Give them a reason to act or a call to action. Examples include offering a discount during a happy hour promotion on fountain drinks or a BOGO on a certain candy or food item for people who like or share your page.

Loyalty Programs

Loyalty programs reward your best customers by providing them an incentive to keep coming back to your store. One way to build loyalty at your store is to offer coupons or a percent off their favorite items, or special member only promotions such as birthdays or an anniversary. Loyalty programs help build relationships with customers and can turn them into advocates for your brand.

With so much competition in today’s marketplace, you can’t afford to lose customers to businesses that offer similar products and services that you do. Creating a growing loyal base of customers is crucial and while the steps above can help, it can still be complicated to do it right. The best thing to do is to utilize a platform that will help provide you with the best opportunities to foster loyal customers. Tecmark's Loyalty Marketing solutions are all digital and offer a wide range of services from our Simpli Rewards platform to help you design and operate a worry-free and successful rewards program. 

Let Us Help you Start an all digital Loyalty Program! Contact us today to learn more!

At Tecmark, we are passionate about helping businesses succeed by connecting with their customers. Whether you are just starting to communicate to your customers or looking for a fully customizable rewards program, we can help guide you.    

With our variety of industries served, flexible solutions & 15+ years of experience, we are happy to share our ideas for rewards program success.  A well-planned and executed rewards program will create new customers, increase spend and grow revenue for your business. Tecmark is your loyalty program partner there to help you each step of the way. Click below to request a demo today.

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Tags: Customer Experience, Loyalty Learning