The Top 10 C-Stores Ranked by Digital Prowess
By Jackson Lewis on Mar. 23, 2017PHILADELPHIA -- Which convenience retailers are making the most of their digital capabilities? A new digital company is working to find out and, with 55 convenience-store brands under its belt, has released a list of its top contenders.
Stuzo, a Philadelphia-based digital-product designer, studies and designs a host of digital products, covering the internet of things, augmented and virtual reality, and AI bots, among others. The firm’s clients span from Facebook to MasterCard, Sunoco and more.
The company has measured each of its c-store candidates based on five metrics: mobile commerce, mobile employee activation, connected car, website and social media. Gunter Pfau, Stuzo’s CEO and founder, said in a conversation with CSP Daily News that the rankings are regularly updated by Stuzo's staff, and he plans to add more chains as the company collects more information and insight.
For now, here are the top 10 contenders on Stuzo’s list, with scores based on a scale of 1 to 5, and the reasons behind the rankings as of this morning, March 23 …
10. Sinclair Oil
Overall Score: 1.63
Mobile Commerce: 2.2
Employee Activation: 0
Connected Car: 0
Website: 2.71
Social Media: 3.25
Sinclair’s biggest strengths in Stuzo’s rankings are brand responsiveness on social media, website design and interface, and performance of its Dinopay app.
Salt Lake City-based Sinclair’s Dinopay app was touted in the rankings as one that “empowers users to make mobile purchases both at the pump and in-store, which is simple and convenient for customers.” Stuzo also suggested Sinclair could improve the app by integrating its Dino Rewards program.
9. QuickChek
Overall Score: 1.73
Mobile Commerce: 2.07
Employee Activation: 0
Connected Car: 0
Website: 2.13
Social Media: 4.44
QuickChek, based in Whitehouse Station, N.J., is strongest in social media, with perfect scores in brand responsiveness and frequency of posts.
Stuzo said in its ranking that QuickChek “frequently posts on its social media channels, informing customers about current deals and events.” The website also points to QuickChek’s promotion of its app and its engagement with customers.
8. Chevron
Overall Score: 1.9
Mobile Commerce: 2.41
Employee Activation: 0
Connected Car: 0
Website: 4.79
Social Media: 2.31
San Ramon, Calif.-based Chevron’s score was carried by its website, specifically regarding design, user interface and app promotion.
“Chevron’s site provides an abundance of information about the company’s locations, products, and reward programs,” Stuzo said. “Chevron’s mobile app is heavily promoted on multiple pages and encourages users to download. Users can also sign up for all credit cards and manage their reward accounts.”
7. Spinx
Overall Score: 1.91
Mobile Commerce: 2.49
Employee Activation: 0
Connected Car: 0
Website: 4.04
Social Media: 3
Spinx received high marks for its website design and app promotion on its site, and for its brand responsiveness and frequency of posts on social media. The performance of its app also received high marks.
Stuzo pointed to the Greenville, S.C.-based retailer’s simple and easy-to-navigate website. It also highlighted the brand’s presence on Facebook, Twitter and Instagram, where it posts about its community service efforts, food, contests and giveaways.
6. Shell
Overall Score: 1.98
Mobile Commerce: 3.21
Employee Activation: 0
Connected Car: 0
Website: 3.21
Social Media: 3.5
Houston-based Shell was recognized for its well-designed and navigable mobile app and website, in addition to its high level of social media engagement.
“Shell posts content every couple of days on Facebook and Twitter, however the Shell Instagram account hasn’t been active for a long period of time,” said Stuzo. “Most content shared includes posts about community engagement, developments in sustainable energy and motorsport updates.”
5. Sheetz
Overall Score: 2.17
Mobile Commerce: 2
Employee Activation: 0
Connected Car: 0
Website: 4.46
Social Media: 4.38
Altoona, Pa.-based Sheetz scored well in the social-media category, but its website’s interface, design and level of personalization is the source of the strength of its ranking.
“Personalization is key on the Sheetz website, where users can log in to see rewards, order history, closest stores and more. The Sheetz site is relatively easy to navigate and provides an abundance of information for each of its locations,” Stuzo said.
4. ExxonMobil
Overall Score: 2.17
Mobile Commerce: 2.41
Employee Activation: 0
Connected Car: 2
Website: 3.58
Social Media: 2.88
ExxonMobil’s social-media and mobile-commerce scores may have landed near the middle in Stuzo’s recent ranking, but its website scores well and it is one of the only brands with a score in the connected-car category.
Stuzo cites Ford’s integration of the Exxon Speedpass+ app, which allows users to pay for gas and earn Plenty loyalty points using the touchscreen or voice command features included in some of the automaker's cars. Irving, Texas-based Exxon scored well in payment and ease of use in the connected-car category.
3. Cumberland Farms
Overall Score: 2.37
Mobile Commerce: 2.26
Employee Activation: 0
Connected Car: 0
Website: 4.67
Social Media: 4.94
Westborough, Mass.-based Cumberland Farms has the highest social-media score, with a nearly perfect rating in every social-media metric. Its website rating, while not the best of the category, is almost as strong.
Stuzo wrote, “Cumberland Farms has a strong presence on social media, sharing content every day including interactive polls, text-to-redeem coupons, and Fan of the Week appreciation posts. Cumberland’s content is fun, humorous and valuable for consumers. Customers spend time answering questions, commenting on posts and stating their concerns, which Cumberland does a great job of replying to.”
2. Wawa
Overall Score: 2.45
Mobile Commerce: 2.82
Employee Activation: 0
Connected Car: 0
Website: 4.67
Social Media: 4.75
Wawa Inc., based in Wawa, Pa., scored highest on the responsiveness, frequency and level of engagement on social media, in addition to strong app promotion, personalization, design and user experience on its website.
Stuzo said that the website “promotes the app in multiple locations on the site, which then leads users to more information on the loyalty and rewards program. Users are able to log in to check their gift card balances and rewards easily.”
1. Speedway
Overall Score: 2.47
Mobile Commerce: 2.92
Employee Activation: 0
Connected Car: 0
Website: 4.83
Social Media: 4.63
Topping the list, Enon, Ohio-based Speedway holds the strongest website ranking, carried by the site's loyalty program promotion, personalization and app promotion.
“It’s simple to find location-based gas prices, current promotions and the rewards-point value of specified items,” said Stuzo. “Users can easily log in to their Speedy Rewards accounts, and users’ current location is identified right away so that relevant gas prices are shown.”
Other contenders
11. Mapco
12. ExtraMile
13. Phillips 66
14. Kum & Go
15. Flash Foods
16. United Dairy Farmers
17. Thorntons
18. Maverik
19. Kwik Trip
20. am/pm
21. Pilot Flying J
22. 76
23. Giant
24. QuikTrip
25. Conoco
26. Casey’s General Stores
27. 7-Eleven
28. Nice N Easy
29. GetGo
30. Citgo
Click here for the complete list from Stuzo.