It’s a fact: mobile can drive customer experiences and conversions in just about any industry, but one that’s particularly ripe with opportunity is the convenience store industry, one worth $29 billion.
Not only can mobile marketing help convenience stores get people into the store (versus just paying at the pump for gas), but it can also help build loyalty to keep people coming back.
1. Digital Loyalty Programs Drive Repeat Visits and Boost Sales
Shell has done a great job of driving loyalty through its Pay & Save mobile app. App users can pay for fuel and in-store purchases, and they can also get discounts and credit for transactions through their Fuel Rewards program.
Not only do consumers benefit from a digital loyalty program; convenience store brands do, too: Because you’ve got data on when, where, and what customers buy, you can personalize future offers to loyalty members.
2. At-the-Pump Signage Provides Opportunity to Convert Customers to Mobile
Because such a large portion of a convenience store’s customers pump gas outside without going into the store to make an additional purchase, your at-the-pump signage (and video screens, if you have them) provide a fantastic opportunity to engage your customers and convert them to becoming mobile subscribers.
Start with a simple but appealing text message offer:
Get a free donut when you text DONUT to 34566.
This is a low-commitment effort on the part of your customer, and will put her into your marketing funnel. Once she’s in your database, you can send her additional discounts and offers via text message, or even send her an invitation to your loyalty program. She can tap a link in her text to create a loyalty profile in her mobile wallet.
3. Interactive Games Drive Redemption
It’s important with your mobile marketing strategy to diversify what you do. Some people will be happy to get your text offers regularly, while others will be fiercely loyal to get your rewards offers. But an interactive game can also increase engagement with your audience.
As part of Kwik Trip’s overall mobile marketing strategy, the brand created a Spin to Win game that let users win prizes like free beverages and discounts. The results were phenomenal: 86% of app users played the game.
4. Scan and Pay Technology Gets Customers in the Store
7-Eleven is another brand that gets the importance that mobile plays in driving steady business. Its pilot program, Scan & Pay, is used widely in Dallas, Texas, and is being rolled out to more stores in 2019.
With the 7-Eleven app, customers can scan to pay for items using their phones rather than having to check out with a cashier. It’s novel, it’s fast, and it’s driving in-store sales.
We’re moving toward more adoption of frictionless payment experiences that require no human assistance; Amazon and brands in Asia are also testing it out. Being on the forefront of this technology will help you build loyal customers.
5. Beacons Drive Sales of Specific Products
Imagine this: a customer is pumping gas and her phone buzzes. She opens the notification and sees an offer for 2 for 1 chips. With the kids in the back seat complaining about being hungry, she perks up at the offer and goes inside to redeem it.
Using beacons, which send a signal to enabled phones within a tight geographic region, you can drive sales of specific products by sending notifications to anyone on the premises of your convenience store, whether they’re inside the store or at the pump. In fact, 73% of shoppers are more likely to make a purchase when receiving offers through beacons.
These are just a few examples of how convenience stores can leverage mobile marketing tools to boost in-store sales and drive loyalty.