ANKENY, Iowa — Casey’s General Stores has increased revenue and engagement with customers with the help of more than 1 billion marketing messages sent to 5.5 million rewards loyalty members in 2022, according to Salesforce, which provided the customer relationship management technology.
By consolidating marketing technology vendors across its business, Casey’s has been able to harness a holistic and organized view of all its customers, increasing personalized engagement, saving time and money, reducing complexity and increasing revenue, San Francisco-based Salesforce said.
On its earnings call Dec. 7, Casey's reported an “excellent” second quarter, with a 7.9% increase in inside same-store sales and a $93 million overall gross profit jump compared to the prior year.
“With Salesforce, we feel confident in the future of our business, even in challenging economic times, because of the increase in customer connection and internal efficiencies we’ve achieved by consolidating to one real-time platform," said Art Sebastian, vice president of digital experience for Ankeny, Iowa-based Casey’s. “Before Salesforce, we had multiple fragmented marketing systems that did not talk to one another and had no commonality. When we selected Salesforce, we had the ability to easily organize and unify all of our customer data to communicate in a consistent way, leading to an increase in customer loyalty and less work for our marketers.”
- Casey’s is No. 3 on CSP’s 2022 Top 202 ranking of U.S. convenience-store chains by store count.
Casey’s, which this month introduced its own retail media network, has set a strong foundation to enable its shift toward automated personalization, Salesforce said. With more 13 million customer profiles in the Salesforce Genie Customer Data Cloud, 150 profile attributes and 6 billion engagements captured, 30% of Casey’s digital revenue is driven by marketing channels activated through Salesforce, it said.
“We’ve streamlined our activation with automation,” Sebastian said.
When it celebrated 50 years in 2018, the convenience-store chain considered how it could remain relevant with customers for the next 50 years, Sebastian said. “The answer was to modernize our brand and become a more contemporary version of ourselves,” he said. “Digital was the first expression of the contemporary Casey’s, and we were smart about choosing Salesforce at the start of our digital transformation journey, which allowed us to future proof our business and consolidate costs.”
Since it began working with Salesforce, Casey’s has built a new ecommerce website and launched mobile apps and a loyalty program. It also has partnered with third-party delivery companies with Salesforce helping Casey’s market directly to all customers. Casey’s now sends 200 million personalized messages monthly to its subscriber base, specifically tailored to each customer's purchasing history.
Casey’s also has re-engaged lapsed buyers, influenced new loyalty program members to make purchases, and incentivized frequent buyers to buy more, Salesforce said.
Casey’s operates more than 2,400 convenience stores. The company is the third-largest convenience store retailer and the fifth-largest pizza chain in the United States.
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