As we watch the number of convenience store loyalty programs increase each month across the U.S, it seems clear that loyalty is proving its value and will be a lasting part of everyday commerce in the c-store industry.

On average c-store customers will make a store purchase six times a month and fuel up their cars four times a month. Looking at the numbers within our client network of approximately 1,500 c-stores, we can see that the better performing loyalty programs are successfully consolidating most of those purchases with their loyalty program.

How is loyalty driving this kind of consolidation for Outsite Networks clients? The Outsite Networks system’s full suite of loyalty features are coordinated seamlessly to drive:

• More frequent visits by delivering incentives to purchase specifically from your stores.
  
• Bigger average market baskets because your incentives are increase purchasing from your best customers.
  
• More Margin as you use data-driven, targeted cross-sell and upsell offers to change customer buying habits. You also gain margin by using incentives to affect the method of payment used and decrease credit card fees.
  
• Customer Retention increases, even during tougher economic times, through the use of easy, frequent user clubs and other incentives “lock your customers in” to your stores.
  
• More New Customers are drawn in from your growing number of excited members who are telling their family and friends about the program at your sites.
  
• More Leverage with Vendors to gain sponsorship as you are able to show increased sell-thru of their products as a direct result of your loyalty program.

Loyalty Delivers Profits to C-Stores

Outsite Networks’ full-featured loyalty system was designed to give c-store marketers a set of easy-to-use tools that can deliver targeted communications to the customer in multiple ways. Your customers get a unique and personalized experience which creates an ongoing series of positive interactions and excitement. That this type of sustained communication builds loyalty is proven out by looking at the financial results of loyalty.

This graphic shows that each loyalty members on average spends $12 to $32 more in the store per month, compared to the actual sales of average non-loyal customers. This can mean anywhere from $3,000 to over $50,000 in additional store sales per site, depending on the number of loyalty members you have.

High loyalty profitability rests with creating a perceived, high-value loyalty offer for your members, communicating your offer effectively in terms of creativity and timing, and then looking at your results regularly to find new and even more profitable offer opportunities. The Outsite Networks system provides the communication tools and the easy access, detailed reporting any manager would need to successfully manage a high-profit program.

Upgrading Your POS System to be PCI compliant soon?

Not a problem. Outsite Networks integrates with both older and newer systems seamlessly. You can start your loyalty program up now and then transition seamlessly to a newer POS system when you are ready. The newer POS systems with loyalty ports enable additional loyalty capabilities in our system. Read about the features coming online in this month’s Spotlight article.

All in all, the future of loyalty is bright and expanding. Loyalty programs in the c-store industry are becoming common throughout the entire US and customers are beginning to notice and look for special programs when the fuel up and shop. At Outsite Networks we’ve long lead the development of loyalty programs specialized for the distinct convenience store market and consumer. We look forward to continuing to bring innovative c-store loyalty technologies and marketing practices to our clients, so they will possess the ability to grow and retain the largest number of customers profitably at their stores.

return