SAVANNAH, Ga. -- As some convenience-store retailers determine how to best capitalize on the Pokemon craze, Parker’s is encouraging users of the app to “catch ’em all” while picking up trash.
The Savannah, Ga.-based chain is organizing a Pokemon Go + Keep Savannah Clean event Aug. 20. Attendees will break up into groups and collect litter as they search for Pokemon; they will start in Forsyth Park and end on River Street. The three participants to collect the most trash by weight will win Parker’s Cash Cards.
By pairing the event with a prize redeemable only at Parker’s locations, the chain has the potential to attract users who otherwise wouldn’t visit a Parker's store.
With record-high downloads and equally high usage rates, Pokemon Go provides a wealth of traffic-building opportunities, said Nels Stromborg, executive vice president of Chicago-based Retale. An astounding 70% to 80% of people who have the app on their phones use it, he said.
“It’s the most viral app ever to happen,” Stromborg said. “Businesses should figure out a way to tap into that.”
Altoona, Pa.-based Sheetz—one of several c-store retailers to advertise on social media that Pokemon can be found at their stores—is running a Pokemon Go promotion on Twitter. The chain tweeted to its followers, “Wanna win a Sheetz Z-Card? Tweet us a pic of your #PokemonGo catch in a #Sheetz! 10 winners will be chosen 8/17.”
But for retailers who are unsure of how to move forward with Pokemon Go (or if they even should), Stromborg suggests they take a moment to study the app before getting involved. This is exactly what the marketing team for Maverik is doing.
“The concern I have is whether it drives sales and by how much,” said Tom Welch, president and CEO of the North Salt Lake, Utah-based chain. “We don’t want it to impact the service level or shopping experience of our regular Maverik customers.”
Developing relevant messages that make sense within the context of the game is precisely the challenge.
“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.”
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