Subscriptions have emerged as a key part of the American consumer experience. Whether they’re getting movies from Netflix, pet supplies from BarkBox or clothes from Stitch Fix, consumers are increasingly receiving goods and services through subscriptions. Convenience stores have a great opportunity to capitalize on this trend and generate additional revenue by keeping their customers coming back.
Here are some ideas to help retailers build a strong subscription program:
- Create a loyal following. Subscription programs are driven by loyalty, and that means having a solid base of customers from which to start. Panera Bread, for example, spent years developing its base before rolling out its recent $8.99 per month MyPanera unlimited coffee subscription.
- Pick the right model. Understanding your customers and their purchasing habits will help you choose the program that’s right for you. Because subscriptions are designed to drive incremental revenue, you’ll want to consider items that are purchased together and make offers on products that will keep your best customers returning again and again.
- Communicate the value. Customers want to know that they’re getting a deal, so the value needs to be apparent. Some examples include a subscription that offers three sandwiches per week for the price of two and a long-term program that offers a breakfast muffin each day over the course of a month for a single upfront payment.
- Look for new opportunities. The office parking lot can become new c-store territory for retailers facilitating the delivery of fuel, grocery essentials and maybe even a few snack items. Customers could subscribe to weekly fill-ups and have opportunities to purchase more items along the way.
- Blend subscriptions with delivery. Delivery is already gaining a foothold in the c-store world with delivery-only brands such as goPuff coming on the scene, and even giant 7-Eleven is working with DoorDash. Layering in a subscription model that enables people to receive convenience items at home or at work can help build lasting one-to-one relationships.
Paytronix powers customer relationships for some of the nation’s most well-known restaurant, retail and c-store brands. Hundreds of millions of people experience one-to-one engagement through the company’s Loyalty, Gift and Order & Delivery platforms. With 200 integrated partners across 30,000 locations and 20 years of experience, Paytronix has developed a deep database that informs the artificial intelligence of its behavior-driven programs.
For more on how subscription programs work for c-stores, download our webinar “Cumberland Farms and the Subscription Trend.”
This post is sponsored by Paytronix