In part three of our series, we offer a final recommendation on how to get the best return on investment for the digital display screens on your property. We’ve already covered what kind of content C-stores should put on their screens and the different options for monetizing their screens, so now it’s time to take it internal and look at how you can use screens to best tell your story.
In part one of our series on how to effectively use the display screens on your property, we covered what kind of content you should play. Today, we’re offering innovative ways to monetize your network.
You have screens on your property. Now what? Welcome to our three-part series on how to maximize your return on investment for display screens in the forecourt and inside your convenience store.
Operating a convenience store may not seem like it requires a lot of technology, but if you take inventory on the various retail sales platforms and transaction tools utilized by a typical C-store, you’ll find that it adds up quickly. You must be aware of your POS system, forecourt controller, dispenser manufacturer, CRIND manufacturer, managed network service provider, loyalty app provider, web developer, mobile payment platform, petroleum service companies and any other custom software solutions that you may use.
So, how can you ensure they all run smoothly and cohesively?
Turn on a TV or open a newspaper these days, and you’ll likely see a story about the record high price of gas in the U.S. As a convenience store owner, you’re probably all too aware of the increasing prices, but it’s important to make sure your customers understand where the increase is coming from. Continue reading “PSA on Gas Prices”
Customer feedback is heavily sought after in all industries, and retail is in a unique position in that every transaction is an important data point. In fact, the customer is already telling you what they want to buy. You just have to respond by looking at the data points and implementing the right actions as if they filled out a survey.
Your sales data is a treasure trove of information that you can use to improve your business. If you leverage it to inform your media at the dispenser and other shopper marketing strategies, the historical sales data you already have can help you promote the right products at the right times, increasing sales and overall profitability.
As a convenience store operator, you need to own the customer experience from the time someone drives onto your property to the time they leave. The messaging should be 100 percent controlled by you to ensure that it is cohesive.
It’s easy for retailers to get caught up in their own interests and sometimes lose focus on what’s important. How can I get the customer to buy more? How do I increase customer footfalls and retention? How do I make the most out of each customer? All valid questions, but if your focus is on issues like these, you’re losing sight of the fact that your customer is your biggest advocate.
Think about the customer journey in terms of what you can give the customer and what you can take away from the customer to make their experience better. Focusing on this improves the customer experience, which should have a direct effect on answering the questions we already spelled out.
As a technology company, we know it can be difficult for people—especially those who aren’t technologically savvy—to choose a tech partner. In an industry like convenience retail, technology has been a little slower moving, so it was easier to avoid. But now, it’s time to embrace new, innovative technologies that can improve your business if you haven’t already.
So, if your knowledge of computers and other devices stops at “Did you restart it?,” here’s what you need to know to vet potential technology companies for your business.
C-stores are managing an ever-growing set of marketing platforms as technology expands, and there are more opportunities to reach customers in new ways. With the utilization of many shopper marketing vehicles, cohesion becomes critical. Everything from the fonts and colors that you use to the images and messages in your materials, your brand presence needs to be cohesive.
Mismatched design creates cognitive dissonance. For example, if you use warm colors in videos and neutrals throughout your store design, it makes it difficult for customers to ingest information because they are distracted by the fact that it isn’t flowing or matching. This lack of cohesion prevents customers from mentally connecting the messages. Make sure brand attributes, colors and more are unified to get the most out of your digital merchandising. Your merchandising messages should feel like they belong together, regardless of where customers are experiencing them.