KT Redefines ‘Trips’

Retailer finds new opportunities in delivery and loyalty
Photograph: Shutterstock

CHICAGO — More than a year after battling through double-digit declines in fuel and food sales, La Crosse, Wis.-based Kwik Trip is finding the lessons learned during the pandemic have become the growth opportunities of today.

When the pandemic sent shockwaves through businesses across the country, KT embraced closing the last-mile loop, accelerating and expanding on partnerships forged in 2019. Relationships with vendors EatStreet, FoodDudes and national delivery giant DoorDash today are ringing up an average 10,000 orders per week and a typical market basket 25% above in-person transactions, Mark Meisner, Kwik Trip’s director of marketing and advertising, said during a 2021 NACS Show educational session in Chicago.

Meisner, who shared the stage with NACS Industry Analytics Director Leroy Kelsey, underscored the importance for convenience stores to evolve their business strategies and platforms.

Kwik Trip hopes to hit $15 million in delivery sales in 2022. Further, Kwik Trip’s loyalty program has tripled since its launch three-and-a-half years ago to three million users, prompting 41% of transactions to be loyalty-based.

“I think it’s all about customization and personalization,” Meisner said of KT’s loyalty success, noting the company is exploring creative ways to ramp up rewards, including potential partnerships with vendors outside the channel, including movies and sports.

Click here for more from this NACS Show session.

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