The hospitality industry has had to dramatically shift its marketing focus since the start of the pandemic, adapting to forces that would have been inconceivable before 2020. Those hospitality merchants who had previously implemented solid growth marketing programs prior to COVID-19 were in the best position to respond to and adapt their approach to the…
Tag: Loyalty
Frictionless Stores are Fast Becoming a Necessity
When consumers develop a want or a need for a good or a service, they ask themselves a question: what’s the quickest and easiest way to obtain it? As frictionless experiences gain popularity, your brand experience must be flexible and efficient enough to ensure you gain inclusion in your consumer’s consideration set.
Loyalty For Fuel Retailers Has Never Required More Decisions
For Convenience and Fuel Retailers, navigating the minefield of considerations that need to be thought of in relation to Loyalty and Consumer Engagement, surrounding business impacts and business decisions should not be taken lightly. Adding an outside view that has significant industry experience as early as possible in your internal discussions will pay huge dividends…
Is Subscription Loyalty a Fit for Your Consumer Base?
In this article, the first in our two-part series on subscription loyalty in convenience and retail fuel, we’ll address how to go about evaluating whether a paid tier is right for your program.
The Challenges of Being a Marketing Professional
Being a marketer often feels like living in a Holiday Inn Express commercial. An employee you’ve never seen before walks up to your desk and offers some advice: “I think you should make the logo bigger and use some glitter.” “I’m sorry, you don’t look familiar. Are you new in the marketing department?” “No, I’m…
NACS Show: Innovating Like a Start Up
The following originally appeared in Convenience Store Decisions and features W. Capra Senior Consultant, Jim Duboyce. Sheetz aims to empower an incubator team to strategize new initiatives for Sheetz that will position it for the future. In a Sunday, Oct. 7 educational session on innovating like a start up, Moderator Jim Duboyce, senior consultant, W. Capra Consulting,…
Loyalty Points to Ponder
The following originally appeared in Convenience Store Decisions and is written by W. Capra Executive Consultant, Ed Collupy. When considering a new loyalty program, asking the right questions can help you determine which option is best for your business. Many convenience operators have their own experiences they can rely on related to loyalty programs either from…
Engaging Consumers to Develop Fuel Brand Loyalty
Differentiation in an Undifferentiated Market Merchants realize that having a loyalty program is a standard requirement and not an added feature in consumer eyes, but the structure of their loyalty offerings can differ between verticals and between merchants operating in the same vertical. In the fuel sector specifically, it can be difficult to create a…
Should Your Organization Find a Loyalty Partner?
If a loyalty member is part of competitor programs as well, are they actually loyal? In many verticals, consumers follow incentives to register for competing loyalty programs. This is because, for large merchants, a loyalty program in and of itself can no longer be considered a competitive advantage—a loyalty program is a minimum requirement for…
The Loyalty Sweet Spot
What’s the sweet spot of a loyalty program? If you asked a consumer, you may get a far different answer than if you asked a business. The consumer wants: free items (that they would typically buy anyway) rewarding their current behaviors and shopping frequency at the places where they shop most frequently. A business wants…
Spotlight on Loyalty: Part II of II
Loyalty and the Consumer Experience This is Part 2 of a 2-part series. Part 1, “Five Assumptions That Will Doom Your Loyalty Program,” can be found here. Corporate loyalty programs are designed to drive consumers to spend additional funds and to encourage consumers to be loyal enough to their brand that they are willing to…
Spotlight on Loyalty: Part I of II
5 assumptions that will doom your loyalty program Loyalty programs are the cherry on a sundae; consumers come to expect them when making everyday purchases. While companies commit financial and employee resources to build loyalty programs, they must remember those programs are the cherry; not the ice cream, the bowl or even the hot fudge. …