Before HuHot found Paytronix scoring, the marketing team would segment guests based upon how many visits a person had made in the past year. That old approach wasn’t perfect, as guests may have visited several times in a short period and then dropped off, so a lapsed guest could look like a frequent visitor. And a guest who may have only visited three times all year would likely be seen as a low-frequency guest, without the context to know all three of those visits took place within the past month.
HuHot uses scoring for smart, agile marketing automation that customizes Paytronix offers for light, medium and heavy user groups. Marketing can target guests with specific offers that drive their desired behavior, to produce incremental revenue. […]
Most convenience stores share similar reasons for having a reward program – such as improving profitability and enticing customers to make incremental sales – but all reward programs are not created equal, and a one-size-fits-all approach may not produce the outcomes that retailers want.
During the webinar “Dos and Don’ts of Successful Reward Programs,” I discussed reward program practices that c-store retailers should adopt, as well as ones that they should be cautious of implementing.
Here are some of the dos and don’ts of successful reward programs: […]
The convenience store industry is going through a transformation where retailers are becoming competitors in the foodservice space, but there is still a lot that c-stores can learn from restaurants when it comes to customer engagement. By learning more about their customers and leveraging the data, c-stores can build loyalty and earn increased visits and spend from their customers.
How can c-stores achieve the level of customer engagement that restaurants have been able to get? There is a shift in the way brands think about their marketing, moving from category-centric to customer-centric, meaning instead of thinking about how to sell more of a product you think about who is buying those products. A customer-centric approach still revolves around selling more products, but it also means delving into who is buying them and why.
To move to a customer-centric approach, c-store marketers need to think about three main things: […]
It’s never wise to blindly follow someone just because they speak with authority. You expect them to be able to support their position with more than anecdotal evidence. Paytronix works overtime, gathering and segmenting customer data to inform your decisions, so you can present your campaign and promotion ideas with authority.
When you create account filters in the Paytronix Campaign Center, you can segment your customers and guests in more than 50 different dimensions. There are Activity choices that include the guest’s last activity date, their gift card expiration, the store used and much more. You can select based on Enrollment data, like date, store, or source, or filter based on Profile information like age, postal code, or anniversary date. Based on the traditional 80/20 rule, however, we suspect most of our end users are only taking advantage of a subset of what we make available. With so many options, it’s not surprising. Today there’s one dimension that we’d like you to take a closer look at—Scoring. […]