RALEIGH, N.C. — As a result of the pandemic, many consumers are opting for a summer vacation by car rather than airplane. According to Deloitte, in April, 29% of U.S. consumers had plans to rent a car and travel for leisure within the next three months.
This is good news for convenience-store retailers, which will likely see an uptick in traffic to their stores as consumers seek food and fuel options while traveling on road trips; however, in order to be prepared for these visitors, retailers must consider how shopper behavior has changed since the beginning of the pandemic.
Here are four potential opportunities worth considering:
Offer Order-Ahead Options
In the past year, consumers have turned to their mobile devices in search of safe shopping options that limit their time spent in physical stores. By providing order-ahead functionality, consumers can reduce the time spent roaming aisles and instead scroll through their options. These menus can be provided by a mobile device, whether an app or website interface, or a connected IoT (internet of things) device within a vehicle.
In a recent NACS study, retailers surveyed anticipated growth in categories including cold beverages, coffee and pre-packaged foods. Ensuring that customizable options for soda, coffee and breakfast items are easy to navigate through an app or interface can encourage shoppers to choose your brand.
Support Mobile Payments
Many road-trippers use convenience stores as a pit stop, or and a chance to refuel their car, grab a snack and stretch their legs. Even when these consumers choose to shop in a store, they might also have a desire to limit their time spent in that store or reduce the number of interactions required to complete a purchase. It should come as no surprise that the use of in-store mobile payments grew 29% last year, according to eMarketer.
Contactless payments can be used to eliminate physical touch, as well as minimize checkout lines and wait time. As more payment options appear and the point-of-sale expands, retailers must give their shoppers choices for how to interact. Great options include tap-and-pay credit cards, mobile pay or QR codes.
Create Personalized Offers
If consumers have an affinity for a specific retailer for fuel, in-store offerings are a chance to inspire further loyalty. Even better, with consumers already using their mobile phones to order and pay for products, personalized messages and offers can be sent directly to a customer.
For example, a retailer can offer a sixth cup of coffee for free after the purchase of five, or a discount on snack chips when bought with a sandwich—if the customer uses the retail app or text offer.
When consumers use their mobile devices, the data shared benefits them directly, further incentivizing them to keep using their mobile device to shop with the specific retailer. As a result, this loyalty also benefits the retailer.
Adapt to New Demands
With the summer season quickly approaching, it’s time for c-store retailers brush up on their offerings. Today’s consumers don’t have the same behaviors from a year ago, so retailers shouldn’t remain stagnant, either. Now is the perfect time to evaluate the technology behind the point-of-sale, payments and mobile offerings, all critical touchpoints. Whether a consumer stops for fuel, snacks, prepared meals or all three, give them every reason to do business with you.
Michael Jaszczyk is CEO of GK Software, Raleigh, N.C