Brought to you by Harbor Industries.
In any competition, the bar never goes down; it just continues to be raised. Retail may be the most competitive arena in America because the game never ends. Retailers are always in pursuit of the next dollar, the competition continues to change, and ideas, products and services that are unique today will be common tomorrow.
Brand experiences used to be the definition of companies such as Apple, Disney and Nordstrom. But now, customers want everything to be a brand experience. For example, they expect retailers to leverage technology that reward loyalty while saving customers time and money.
Convenience retailers are looking to build brand experiences of their own. The first steps have been building bigger stores and offering more items and healthier food choices. By looking at other segments of retail for inspiration, here are four areas where differentiation could enhance c-store experiences.
Offer a peek inside.
You’re on a family trip out of town—which exit should you take for gas? Are you looking for a clean restroom and quality food options? The only information you have is the logo on a highway sign. Restaurants and real estate agents today share virtual tours, menus, hours and ratings seamlessly, and c-stores can do the same. By doing so, they can attract additional traffic—83% of restaurant customers use mobile devices or tablets to look up locations, reviews, directions and hours.
Have apps with a purpose.
Professional sports arenas are leveraging their apps for digital admission, in-event information and promotions for merchandise and food.
Provide real time pricing and in stocks.
Many retailers share in stocks and pricing online. REI, the highest-ranked brick and mortar retail chain, has an app that allows customers to see their purchase histories, check store in stocks, connect with customer service and tailor the messaging they receive. In fact, 71% of US consumers say they would purchase a product in store, if told online that the item was in stock, illustrating the power of online information.
Consider delivery.
Many restaurants and grocery stores today offer drive up or carry out service, which can help retailers capture additional share of wallet from on-the-go consumers. “The sooner they find their needs the more time they have for their wants,” says Joe Schultz, the company’s Vice President of Sales and Marketing, who joined Harbor Industries about a year ago after 20 years in merchandising for Target.
Schultz’s years with Target taught him the importance of tailoring the path to purchase to constantly measure and align with changing consumer demand.
He has applied the same thinking to Harbor’s convenience channel division, and has taken on a leadership role in the disruption taking shape there. “C-stores have only a fraction of the dwell time big box retailers enjoy, so the opportunity for intelligent and speed-based experiences is enormous.”
Looking for ways to differentiate your stores? Let Harbor be your partner.
This post is sponsored by Harbor Industries