In spite of more than $10 billion of pretax profits for US-based c-stores in 2016, the convenience industry is facing an overall decline. Analytics predict 138 c-stores closed by the end of this summer. In such situation, building customer loyalty seems to be the only solution for convenience brands not to find themselves among outsiders. How to boost customers’ loyalty? What are the most effective loyalty programs? Check our 3 useful tips.

The last three years appeared to be the most successful for the convenience industry featuring over $10 billions in pretax profits. On the other hand, we are about to see a rapid decline in addition to hundreds of stores closed by the end of this summer according to experts’ predictions. The industry’s paradox resulted in the inability of some chains to implement loyalty programs that typically play a huge role in the overall success for c-stores.

Consumers tend to opt for healthier food options, extended drink offerings and a wider choice of extra features that make them choose a particular brand. However, a few companies appear to be able to build customer loyalty. Others are about to find themselves among main outsiders suffering from a lack of visitors in addition to a low level of customers’ satisfaction.

Listen to Your Customers

Many companies face problems when it comes to customers’ loyalty and satisfaction due to the fact that cannot provide a product they need and when they actually need it. For this reason, an in-depth marketing research is necessary as well as the tool for monitoring customers’ behavior and activity. Some chains simply do not want to invest in those tools in order to save money. They are stuck in “all coffee for 99 cents” strategies that are of no use today. New approaches are the only way to get their foodservice to a higher level.

The biggest names in the convenience industry regularly invest in new IT solutions and tools that let them easily track consumers’ activities and demands. This is why they keep modifying their services bringing new equipment, investing in interior and applications for providing the best users’ experience when it comes to mobile technologies, self-serving modules, etc.

At the same time, advanced technologies will bring the foodservice to a decent level only in combination with high-quality products at a reasonable price. An efficient supply and logistic chain is a must for modern retailers. Consumers are snowed under with a variety of products. They need a clear and simple buying strategy and fast shopping.

Type of Customer Loyalty Programs

We have reviewed some of the most successful convenience chains and figured out some efficient loyalty programs and strategies to boost the sales. They are hardly new. However, some of their features can be adapted to any business model and result in an advanced foodservice level. The most popular strategies include:

  1. “Short and Sweet”.
  2. “It’s all about digital marketing”.
  3. “Just the Facts”.

Let’s have a closer look at each of the above-mentioned strategies.

Short and Sweet

We live in a busy world. People face the lack of free time even when they are on a vacation. retailers should consider that fact a provide a simple but efficient buying model for their consumers. The “in and out” mentality is a key to success whenever you want to bring a fast experience to your customers. redeeming discounts and deals will also be a huge plus in favor of the strategy.

Digital Marketing

The convenience industry has already gone both web and mobile. Today, it is all about digital marketing tools, mobile apps and IT solutions aimed at developing users’ experience. Mobile technologies are shaping the way people do shopping.

We can see some leading chains like Movebutter hitting the headlines with online stores in all 50 states in addition to delivery directly from producer to consumer. The idea is to updated current loyalty programs with the opportunity to access via mobile devices. Special gift cards, coupons and promo codes have also proved to be rather efficient.

Just the Facts

Leading retailers have a good value for real-time data. Information is gold especially when it comes to consumers’ behavior, habits and trends. If you have that data, you can easily satisfy the needs of your consumers.

On the one hand, generated data will let you see what loyalty programs are appropriate for a particular group of buyers. On the other hand, you will be able to compare and contrast all programs and decide which one is actually the most efficient. Moreover, it will let retailers build a strong feedback from its customers.

Final Word

If your business model contains an effective loyalty program, you can do a lot with it:

  • Attract new customers;
  • Retain returning clients;
  • Boost a more frequent spending;
  • Keep your consumers coming back in spite of other available alternatives.

These are crucial issues that will let you bring your convenience business to success.