Introduction
In today’s rapidly evolving retail landscape, simply having a loyalty program isn’t enough to keep customers coming back. As convenience stores continue to expand their offerings and create a more seamless experience from the forecourt to the backcourt, it’s becoming clear that fostering true customer loyalty requires more than just points and rewards.
One key advantage c-stores are now tapping into is collecting more data from multiple touchpoints across the customer journey. The more data you collect, the better your ability to personalize experiences, offers, and communications—ultimately building deeper connections with your customers.
At the end of the day, creating loyal customers is about building meaningful connections and delivering value beyond the checkout. This involves a mix of elements that drive more members and more transactions. However, not every c-store needs every solution. The key is to determine which elements align best with your business goals and customer base.
That’s where PAR Retail comes in – we immerse ourselves in your business to help create a tailored loyalty strategy that connects more deeply with your customers. Here are some of the innovative solutions we’re seeing retailers implementing to build stronger customer relationships:
Retail Media Networks
Retail media networks are transforming the way c-stores engage with their customers, causing more and more retailers to invest. In fact, 44% of convenience and fuel retailers plan to invest more into retail media networks within the next 12 months – and for good reason. Retail media networks are set to generate a predicted $89 billion in revenue by 2026.
An exciting opportunity for c-stores is the ability to build ad inventory that can be sold to consumer CPG companies. By offering CPGs access to in-store digital signage, interactive displays, and personalized ads, c-stores can create a valuable new revenue stream.
By leveraging in-store digital signage, interactive displays, and personalized ads, c-stores can also create a dynamic shopping experience that captures attention and drives sales. These networks offer an opportunity to promote in-store offers, cross-sell products, and provide personalized recommendations based on customer preferences.
Utilizing data from loyalty programs and purchase history allows c-stores to deliver targeted messages that resonate with individual customers. This creates a more personalized shopping experience, enhancing customer satisfaction and fostering brand loyalty.
Mobile Ordering
The convenience of online ordering has become a significant movement in the c-store industry. According to PAR Retail’s 2024 C-Store Loyalty Benchmark Report, 41% of retailers plan to invest more budget in order ahead technology.
Customers increasingly expect the ability to place orders online for pickup or delivery, especially for everyday items like snacks, beverages, prepared foods, and household essentials. Implementing online ordering platforms can drive incremental sales, attract new customers, and increase the frequency of visits from existing ones.
Online ordering also allows c-stores to gather valuable data on customer preferences and behaviors, which can be used to refine product assortments, optimize inventory management, and tailor marketing efforts. It’s not just about convenience; it’s about providing a seamless shopping experience that meets customers where they are.
Contactless and Mobile Payments
The payment process is a critical touchpoint in the customer journey, and convenience stores are adopting innovative payment solutions to enhance this experience.
Contactless payments, mobile wallets, and app-based transactions are becoming standard as customers prioritize speed and security. Advanced payment solutions also enable integration with loyalty programs, allowing customers to earn rewards seamlessly with every transaction. By offering a frictionless payment experience, c-stores can reduce checkout times, increase customer satisfaction, and encourage repeat visits.
Subscriptions
Subscription models are gaining traction in the c-store industry as a way to build recurring revenue and foster long-term customer relationships. Whether it’s a subscription for carwashes, beverages, or burritos, these programs offer customers value and convenience while driving repeat business.
Subscriptions also provide valuable insights into customer preferences, enabling c-stores to offer personalized promotions and upsell opportunities. For customers, a subscription offers predictable value and savings, making it a win-win scenario for both parties.
Food Service
There’s no doubt that the lines are blurring between c-store and QSR. In fact, according to Intouch 56% of consumers see c-stores as options for food over QSRs (Insight’s 2024 C-store Trends report).
As consumer preferences shift towards healthier, fresher, and more convenient meal options, c-stores are investing in on-site kitchens to prepare high-quality foods that rival that of QSRs. A strong food service program can position a c-store as a go-to destination for more than just fuel and snacks, driving higher foot traffic and increasing average transaction values. It also creates an opportunity for c-stores to differentiate themselves from competitors and cater to a broader range of customer needs.
Conclusion
Creating loyal customers requires a holistic approach that goes beyond the traditional loyalty program. By integrating these emerging solutions, c-stores can build deeper connections with their customers and drive meaningful business outcomes.
At PAR Retail, we help you navigate these solutions and tailor a loyalty strategy that aligns with your business goals. Get in touch to learn how we can create a loyalty program that truly resonates with your customers, driving more members, more transactions, and bigger baskets.
