In Test at QuikTrip

Convenience retailer keeps offer fresh with a variety of marketing programs

Mitch Morrison, Vice President of Retailer Relations

TULSA, Okla. -- The most obvious sign of growth by any retailer is its store count, and convenience retailer QuikTrip intends to build 60 of its 5,700-square-foot Gen 3 facilities in 2013. But a look at some of the lower-key tests the chain is running gives a deeper look at just how dedicated QT is to keeping its store offer fresh.

The Tulsa, Okla.-based retail is beta testing several new programs, including:

  • Gasoline Loyalty with a Tulsa Grocer: The program is a classic cents-off gasoline redemption program that takes the supermarket consumer to QT for a discounted fill-up.
  • Modularity: In years past, QT would build a new, larger format behind a legacy store that would then be razed. With the current building deeply egressed to allow for ample forecourt space, QT is piloting a modular, plop-and-play unit at existing raze-and-rebuilt sites. The goal is to sustain some level of operation while a permanent fixture is erected. "We're testing it. We're still in the very early stages," president and CEO Chet Cadieux told CSP Daily News.
  • Phone Apps: QuikTrip is testing a QT mobile app. At press time, the application has not been rolled out to test markets.

"We consciously stayed out of the first generation of [web-based loyalty], which was email marketing, and the second generation of text marketing because our customers told us they didn't want a convenience store to be marketing to them. But they're OK with an app," Cadieux said.

"What they've said is, 'I don't want anybody sending stuff to my phone; the last thing I want is clutter. An app? That's fine, because I've chosen to open it up or to set settings on it. I can set up the parameters myself'," he said.

For more on how QuikTrip has achieved fuel and inside sales dominance, see the March issue of CSP magazine.

Mitch Morrison Winsight CSP By Mitch Morrison, Vice President of Retailer Relations
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