Early adopters of digital marketing found success in the pandemic, but those just beginning their digital journey can make up for lost time.

To Kevin Rice | | September 12, 2022

Many convenience stores and fuel retailers have yet to recognize the value of researching, developing and implementing digital marketing strategies that specifically drive customer engagement.

Most of these retailers have not built a dedicated and fully capable marketing team and IT resources to support it, so most brands are limited in the level of digital engagement they can achieve.

Historically, C stores have rolled out digital marketing plans at a slower pace than other retail industries. But a handful of c-stores have demonstrated a dedicated and strategic approach and are now seeing the fruits of their labor.

For example, Wawa engages its legions of loyal fans through digital channels, enabling them to order deliveries, take curbside pickup, find fuel prices, buy gift cards, and even apply for jobs. Their path to digital maturity began many years ago.

Early adopters of digital engagement are now seeing the results of their efforts. They were more prepared than their competitors when the pandemic hit. Because even if the system isn’t perfect, at least the strategy is in place and can evolve over time.

These early adopters established trust and convenience as they were able to better meet their customers’ pressing needs and preferences for digital interaction. Now they can take the next step in their digital transformation. It’s about creating valuable, memorable and even fun experiences that foster true ‘brand love’.

find a growth partner

Retailers just embarking on this journey need not worry, but they need to act now. Brands can make up for lost time by working with digital growth partners.

Partnering with a growth partner can enhance convenience, drive retailer marketing strategies, and bring to market digital engagement programs with immediate impact and long-term growth. In other words, it helps you make up for lost time.

So what exactly is a growth partner?

They are typically agents or consultants who can leverage their experience and technical skills to help brands reach their growth goals faster. A growth partner should have a broad range of knowledge and services, including marketing strategy, data analytics, experience design, commerce, customer engagement, and customer relationship management (CRM), to help identify opportunities for improvement or advancement .

Most importantly, it sets you up for success by helping you avoid the mistakes and pitfalls, both financial and operational, that other brands have blazed their way through. .

Engagement with a growth partner should be a true partnership because your goals are their goals. You must be able to communicate with them clearly, openly, and honestly. Conversely, you should be ready to accept their suggestions and constructive criticism, even if you don’t act on them.

Here are three ways growth partners can help drive digital engagement initiatives.

1. bridging strategy

One of the biggest challenges for retailers is aligning their technology strategy with their marketing goals.

They often live in silos with few interdependencies. A growth partner with expertise in both marketing and technology to integrate marketing needs and planned technology investments so that digital engagement initiatives are not hindered due to lack of coordination between these two key areas. You can

2. Clearly define your goals

A common pitfall for retailers is to approach digital engagement in a fragmented manner. For example, we see loyalty programs and mobile apps as standalone marketing tools rather than components of a broader digital strategy.

Growth partners help retailers map the customer journey and define immediate goals (such as launching or redesigning a mobile app or loyalty program) while meeting long-term digital engagement goals We can take an evolutionary approach to

Many retailers are rushing to launch a single element to compete with their competitors or simply to offer “something” that engages customers. Growth partners focus their efforts on disciplined and more comprehensive strategies that generate greater customer engagement and profits in the long term.

3. Identifying Relevance and Agile program

Marketing technology evolves rapidly, with new platforms emerging every year. Many retailers do not have the time or resources to keep up with these advances.

Growth Partners can help retailers navigate these technological advances and how they impact their digital engagement strategies. If emerging technologies offer sufficient benefits to a retailer’s program, this partner can develop an integration plan and refine existing strategies and future approaches.

Consumers continue to shift to buying and interacting on digital and mobile devices. As c-store retailers continue to adapt to recent challenges and rising inflation, they will need to focus their marketing strategies, especially digitally, on driving customer engagement and purchase frequency.

Growth partners may be just what your brand needs to stay competitive and serve customers where they are.

Kevin Rice is Executive Vice President of Bounteus’ Restaurants and Convenience Division. Rice’s experience driving digital growth for brands has established him as a leading voice in digital transformation in the restaurant and his c-store industries.