Mobile Messaging

Nine-store retailer takes on ‘OpenStore’ mobile marketing

HOHENWALD, Tenn. -- Fast Stop Markets, a nine-convenience-store chain located in southern and middle Tennessee, is moving to integrate its homespun, customer-focused style with mobile technology, partnering with an Internet-services provider for a variety of marketing options.

Teaming up with OpenStore, a solution from GasBuddy, Minneapolis, allows Fast Stop to provide customers with branded store websites for each store location, free mobile applications or “apps,” up-to-date gas prices, deals, promotions and contests.

By downloading the free, mobile app, customers can receive time-sensitive, electronic coupons; learn about in-store promotion; review the store; and send feedback directly from their mobile phones. The new Fast Stop website presents the company in a “fun and engaging” manner, OpenStore officials said.

“Fast Stop continues to … [build] loyal relationships with customers, involving them in change and corporate values, as well as advancing technology,” said Seth Blanks, general manager of retail of Fast Stop Markets, a division of Highland Corp., Hohenwald, Tenn. “The opportunities with OpenStore by GasBuddy are really exciting for Fast Stop and our customers.”

“Providing great value is just about as simple as you can make it,” said Jason Toews, co-founder and CEO of OpenStore by GasBuddy. “And customers love the convenience of using apps and being rewarded for their loyalty as a customer. OpenStore is delighted to have Fast Stop launch with our award-winning product suite, and we are proud to be part of their continued success in serving their customers.”

A family company since 1936, Highland was founded by E.M. Adcox as an Esso consignee and became a Sinclair consignee in 1941. Succeeded by his son, J.M. Adcox, the agency became a wholly owned jobbership in 1967 and became a Texaco jobber in 1972. Highland opened its first “Fast Stop” market in 1987 in Dickson, Tenn. In addition to Fast Stop Markets, Highland serves dealers under the Shell and BP brands, and has expanded independent brands concept to include Fast Fuel and Spirit branded dealers. Highland distributes petroleum products in Tennessee and operates Pacific Pride commercial fueling locations.

OpenStore by GasBuddy is a solution that targets customer loyalty, providing two-way communication between c-store owners and customers using web technologies and custom-branded mobile applications. The OpenStore dashboard helps collect customer feedback, manage social media and deliver mobile coupons and text message campaigns from a single location.