Fuel as a Loyalty Currency: Shifting from Supermarket Channel to Convenience Store Channel
By: Nicole Nunn Walker, VP of Marketing, MetroSplash System Group
December 15
When grocery chains such as Kroger, Albertsons and Safeway began placing fuel pumps in their parking lots many fuel and convenience store retailers viewed this as yet another competitive blow to their gasoline profits. C-Store retailers bank on using their fuel offering and competitive gas prices as a way to attract customers and entice them to enter the store and purchase additional convenience items – many priced at a higher margin convenience price. But now consumers were being offered the new convenience of filling up on gasoline while grocery shopping and many times the fuel was discounted by the Grocery retailer as reward for in store purchases. Convenience store chains have long operated on two fundamental customer acquisition strategies: location and competitive fuel price. Now with this new marketing strategy emerging among the Grocery and Supermarket channel – the c-store retailer is forced to differentiate.
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By Jill Goldworn on December 16, 2009 - 3:29:00 PM
At The Licensing Agency, our German office is working on promotions with Gas Stations to give away digital content like DVDs and audio books with 3 fill-ups to encourage loyalty. So far, it’s worked with great success to drive customers back to that station/chain. Call or email for more info. to .(JavaScript must be enabled to view this email address)