On average about 300 people visit a store’s gas pumps a day, but only 35 percent of those customers step foot in the store. The opportunity to compel store visits is palpable – you are not unlike other marketers who dream of solving this dilemma. We all know that margin, for the most part, lives in the store, not at the pump. Which is why converting fuel customers to frequent in-store patrons is like the brass ring of convenience store marketing.
For years, marketers have tried to solve this challenge. Some send the same ‘buy one coffee get one free’ offer to all customers and then hope it pulls them in. Others have invested in expensive pump displays, point of purchase material and more to convert that customer. There is even a group that has given up trying to convert them – leaving room for competitors to grab their customers instead. There is a better way to motivate store visits.
Use an individual’s purchase data to compel in-store sales. […]