Convenience Store Industry Cardless Loyalty Marketing Program
Client Profile:
A convenience store chain with 31 locations.
Business Challenge:
The company had a strong customer base, but wanted to increase in-store purchases. Due to pump and dash risks, anyone who wanted to pay with cash or check had to pre-pay inside the store to have the pump turned on.
The client was looking for a pump approval program, so that a customer could provide their information and get permission to pump, before coming in to pay. With customers’ personal information on file, anyone leaving without paying could easily be found.
The company’s competition was getting more aggressive with marketing, so the convenience store chain wanted to be the first in the area to implement a true loyalty program, not just a gas discount program. In addition, they wanted a program that would reward members for making in-store purchases.
Solution:
Tecmark helped the convenience store chain implement a loyalty club in 2009. Customers are able to enroll in the club with their driver’s license, which saves time at the counter and collects their personal information. As part of the club, members get 1 point for every gallon of gas purchased and 2 points for every dollar spent on merchandise. In addition, members are pleasantly surprise with special bonuses and discounts on specific days.
Tecmark was also able to integrate the company’s new loyalty program with their existing Gilbarco Passport POS system.
Results:
- Gas purchase increased by 10% in the first month of program operation