CHICAGO -- For convenience-store retailers wondering what the phenomenon of the "Pokemon Go" app could mean to them, one location-based solution provider says they should at least look into it.
Here's how the game works and where the benefits might be for retailers ...
Pictured above: Employees at the Havertown, Pa., Swiss Farms store were more than happy to let their Facebook fans know the store is a Pokestop awarding extra Pokeballs.
With record-high downloads and equally high usage rates, the app provides a wealth of traffic-building opportunities, said Nels Stromborg, executive vice president, Retale, Chicago. An astounding 7% of all Andriod devices have the app, he said, but more importantly 70%-80% of people who have it on their phones actually use it. Typically, consumers only use 10 apps on a regular basis, Stromborg told CSP Daily News.
“It’s the most viral app ever to happen and will have a long-term value for [its owner] Nintendo,” Stromborg said. “Businesses should figure out a way to tap into that.”
Pictured above: A woman reported on Twitter catching three Pokemon in this Circle K c-store in the Midwest.
The marketing team at Maverik, North Salt Lake, Utah, is going to test it, according to Tom Welch, the 278-store chain’s president and CEO. “The concern I have is whether it drives sales and by how much,” Welch told CSP Daily News. “We don’t want it to impact the service level or shopping experience of our regular Maverik customers.”
Pictured above: Fuel distributor Duncan Oil saw no reason to chase Pokemon hunters away from its headquarters in Dayton, Ohio.
To play "Pokemon Go," users point their phones at the environment in front of them and view an augmented reality where they interact with superimposed cartoon characters. Different locations such as landmarks or businesses “light up,” Stromborg said, indicating to the user that Pokemon are at that spot.
“If people are experiencing the game, it would make a lot of sense to put things in it to draw them closer to your store,” Stromborg said. “If you know they’re standing near your store, why not offer a bottle of water or soda?”
Pictured above: This young lady celebrated on Twitter after catching a Pokemon while pumping gasoline in Southern California.
Currently locations sign up on the app to become locations or “lures” to light up within the game, Stromborg said. As Kyoto, Japan-based Nintendo fine-tunes the potential business opportunities, ways convenience stores can become involved will become more evident, he said.
The challenge, Stromborg said, is to develop relevant messages that make sense within the context of the game. He suggested retailers take a moment to study the app before getting involved. “It’s one thing to draw people to your store, but customers may not find the offer good or relevant,” Stromborg said. “It’s an opportunity but also a danger.”
Pictured above: This Eevee Pokemon showed up in front of a Wawa in Philadelphia, according to a Philadelphia Inquirer report.
For ways to cash in on Pokemon Go, click here for additional coverage at CSP Daily News companion publication Restaurant Business.
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