Since the onset of the pandemic, consumers have come to expect and prefer a broader scope of services from the convenience store. Off-premise services, including delivery and curbside pickup, are continuing to draw in sales, and digital solutions, including mobile ordering capabilities and loyalty programs, have become the standard.
While c-store retailers have certainly remained agile in catering to consumers’ of-the-moment needs, some may be experiencing a shift in perspective. No longer are the operational changes and new technologies ushered in by the pandemic temporary practices meant to “make do” for a number of months; rather, the pandemic sped up the timeline on c-store innovation, and the changes are here to stay.
With this in mind, retailers may benefit from rethinking and revamping their strategies to recruit and retain customers in the long run.
Convenient services in high demand
A top priority for convenience-store consumers is, unsurprisingly, convenience. Technomic’s Sept. 2020 report, Loyalty, This Time It’s Personal, identifies three primary market developments driven by the pandemic: curbside pickup; delivery; and mobile ordering and payments. Many leading retailers say they plan to expand these services rather than move away from them post-pandemic, the report finds.
Off-premise services are especially crucial for c-store foodservice—a category many retailers are prioritizing for growth. According to Technomic’s Q1 2021 C-Store Consumer Marketbrief, carryout is most c-store consumers’ preferred way to dine, with 52% of consumers saying their most recent foodservice purchase at the c-store was for takeout. Drive-thru and delivery follow at No. 2 and No. 3, with 19% and 12% of consumers patronizing these formats on their most recent visit.
Digital solutions, on the other hand, play an indispensable role in both consumer conversion and retention. Allowing consumers to order prior to arrival at the store or to pay on their phones in the store without stopping at the checkout counter, for example, can help retailers offer consumers the quick, contactless transactions they prefer.
Loyalty programs are also key to keeping consumers coming back. C-stores must maintain a competitive advantage in the crucial months ahead as vaccinated consumers and reopening municipalities will likely drive an uptick in c-store visits, and incentivizing repeat visits can be a great way to do so.
Preempting challenges, planning for success
After identifying consumers’ long-term preferences and expectations, retailers may find themselves juggling a lot of priorities at once. As they continue to offer service through the formats their consumers have come to love, they must also continue to encourage in-store shopping to boost browsing and basket sizes while keeping back-of-house operations efficient, labor low and quality high. In order to manage this balancing act, working with a leading managed services provider (MSP), such as SageNet, can make a world of difference.
SageNet, an AT&T Platinum Elite Solution Provider, offers a broad range of c-store-specific managed services including turnkey solutions and support for cybersecurity, connectivity and digital experience and signage.
As retailers scale their loyalty programs and mobile solutions, unfaltering reliability is key to retaining consumers’ trust. And as retailers manage operations through a variety of different platforms, they must maintain robust cybersecurity measures for each channel. Expanding services can run the risk of fragmenting retailers’ and c-store employees’ attention.
With SageConnectTM connectivity services for connecting, managing and protecting retailers’ broadband, SD-WAN, satellite, cellular and Wi-Fi systems; SageSecureTM cybersecurity solutions; and more, SageNet is here to help c-stores get back to what they do best: providing great experiences for their consumers.
Visit sagenet.com/marketing/reconnect-c/ to learn more.
This post is sponsored by SageNet