Insight: C-Store loyalty programmes growing in importance

The U.S. fuel and convenience store (C-store) industry is increasingly invested in the power of loyalty programmes as a difference-maker in the industry, says a recent report that highlights several loyalty trends important to success in the C-store industry. There�s still plenty of room for programme growth, as research from General Mills reveals that only 35% of U.S. shoppers currently participate in a c-store or gas station loyalty programme.

The Fuel Marketer News report by author Maura Keller includes the following highlights:

• Use the data: programme success now requires shopper segmentation and analysis of basket-level purchase data. �When looking at the averages of the tiers we can see a vast difference in loyalty value at the pump and in the store,� Anton Bakker, founder of Outsite Networks, says in the article. �Any loyalty system these days should be able to segment consumers and group them based on their purchase behavior for relevancy.�
• Offer in-kind rewards: �Loyalty programmes that offer cents-off per gallon cash discounts at the pump, deals, special offers and rewards within the store are most appealing to customers,� says Don Yee, vice president at Boston Retail Partners, in the article. �Fuel discount programmes are changing customers� purchase behaviors, as to where they shop and spend to earn fuel discount rewards, and to where they can redeem their rewards.�
• Go mobile: �Off premise with a transactional mobile app is a must," Bakker says in the article. "Gone are the days where customers discover your specials in the window or aisle. Shoppers look on their mobile device and expect to see your offering before they decide where to go.�

Keller concludes that C-store loyalty programmes are here to stay�and that the competition for customer loyalty within the industry will only accelerate. Says Yee in the article: �A well-structured loyalty programme that delivers consistent, relevant value to customers can break those natural forces that impact c-stores and drive loyalty to the brand. Doing nothing is making a big mistake.�

You can read the full article here.