Controlling Your Digital Presence

Four ways to keep retail brand message consistent online

DALLAS -- Retailers concerned with what their customers see online regarding their chains need to find ways to access a variety of websites, social media and apps, according to a panelist at CSP's Convenience Retailing University conference.

Greg Fox, CRO GasBuddy

Often, a clean, well-lit and well-run location can become the target of an unfair review or a disgruntled customer or employee, said Greg Fox, CRO for Gaithersburg, Md.-based GasBuddy.

Speaking before about 50 CRU attendees, Fox outlined several issues to consider when trying to cover the bases:

  • Make sure you're able to update online sites regarding store locations, amenities and services. Connecting with as many online resources and directories as possible, retailers must be vigilant to update where and what stores offer.
  • Respond to reviews. Be prepared to react to customer comments.
  • Manage stores receiving negative reviews. In the way retailers have to respond to individuals, multiple negative reviews deserve a call to a manager.
  • Promote any loyalty, promotion or activity at a store. When able, retailers should allow customers to connect with programs that build affinity at the chain.

During the session, Fox announced that GasBuddy signed a partnership with New York-based Yext, which focuses on updating business information across multiple social media and web platforms. He said the agreement was exclusive to gasoline and convenience-store customers.

Follow CRU 2016 at #ConvenienceRetailing.

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