Convenience store loyalty programs are an ideal way to reward your customers for their continued business and give them a reason to continue to visit your store. Increasing customer loyalty brings you regular business and increased revenue. In a recent study conducted by Paytronix, it was found that loyalty memberships boosted visits on a regular basis and the amount spent per enrolled member increased by 18-30% in 2020. This was 6% higher than non-members which shows how much larger membership numbers can increase the amount of revenue enjoyed by your convenience store. During the unprecedented year of 2020, loyalty programs were one of the key elements that helped C-stores survive during the pandemic. Effective loyalty memberships do not simply consist of generic offers that can apply to anyone. The offers are personalized to reflect the desires of the customer based on their past purchases.
Take a look below to discover two ways successful convenience store chains are growing the number of members in their loyalty programs.
Using Signage to Increase Loyalty Memberships
Here is a true, but discouraging, fact for you:
“75% of customers go to your fuel pumps but never make it into your store.”
While that is a big number, it also presents a huge opportunity for your locations. You have customers standing outside of your store pumping gas into their cars for anywhere from two to five minutes. During this time, they can look at their phone or you can give them something to hold their attention while they pump gas. What is that certain “something”? Compelling signage!
Promoting your convenience store loyalty programs and its benefits, is a great way to encourage people at the pump to come inside the store and sign up during their visit or sign up on their phone while outside waiting. Coca-Cola performed a study that showed 31% of people who noticed signage at the pump were influenced to go inside and make a purchase. Imagine if that signage encouraged them to get something (AKA your program benefits) for free or some other value add that moves them to sign up!
The strategic design and placement of signage that promotes your loyalty program, especially in the area around the fuel pumps, can make a positive impact on your bottom line without a lot of time and effort on your part.
Direct Mail that Moves Members to Sign Up
In 2017, a Data & Marketing Association survey showed direct mail produced the best response rates for loyalty programs. The response from direct mail was the clear winner compared to other marketing channels such as email blasts, display ads on websites, paid search and various social media platforms.
Since direct mail has been shown to be effective in increasing customer loyalty, what are some effective methods to get the attention of consumers?
Discounts make a Difference
Discounts are a traditional way to get members to sign up and this technique works just as well with direct mail. Some of the most popular discount options include:
- General Volume Discounts – A discount that incentives a person to make a purchase in a large quantity.
- Specific Product Discounts – A discount that is applied to a specific product and is usually a certain dollar amount or percentage off the normal price.
- Date Restricted Discounts – A discount that creates a sense of urgency since there is a time limit on when the discount can be applied or used.
Value Add
Another common approach to increasing membership numbers is adding value to a purchase:
- Buy One, Get One Free – Double the deal by giving consumers two items for the price of one.
- Free Product With Purchase – A free product with a purchase increases sales by offering free gifts to buyers whose purchases meet a certain threshold. The free gift is usually related in some way to the product that is being purchased by the loyalty member.
Unique Gifts
Many customers like getting something unique and gifts are almost always a safe bet:
- Branded Promo Product – A branded promotional item turns your loyalty club into brand advocates as they will use the branded item on a regular basis as well as expose the item (and your logo) to their family and friends.
- Limited Quantity Items – Consumers don’t want to miss out on the chance to own limited quantity items so they will make a purchase to ensure they get the items before they are sold out or no longer available.
While the ideas above are some of the most popular methods, there are many other ideas that you can use to increase your loyalty numbers. However, it is clear that using direct mail to increase loyalty membership numbers works so you should take advantage of its proven ability to grow your membership.
Call us today about increasing the members of your C-store loyalty programs in 2022.
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