C-stores usually drag their heals on emerging trends,
however, I’m impressed with the outcome from my
social media findings. Some chains are further along
than others, but it looks like even the little guys are
drinking the social media Kool-Aid®.
Facebook® & Pinterest®
Most c-store chains have a Facebook® fan page,
Unfortunately many are not current and most are
missing the customer interaction element. 7-Eleven®
and Slurpee combined lead the pack with 7+ million
Facebook® fans. I encourage you to check out their pages,
as they are fun and shift the focus from 7-Eleven® to their fans.
Another social media playground that 7-Eleven® dominates is
Pinterest®. There are hundreds of interesting images from around
the World, some are funny like the man carrying the enormous
Big Gulp® cup. Pinterest® is a social media giant that c-stores need
to leverage, it is free to use and is one of the largest social media
websites, behind Facebook and Twitter.
Shopkick™ is a mobile app that is typically associated with
retailers such as Target® and Macy’s®. The Mid-Atlantic
Convenience Group is Exxon’s largest fuel wholesaler in
North America and also the first gas chain to test drive
shopkick®. This mobile app rewards customers with perks
for their loyalty. A smart and innovative move from MACS
as gas prices are rising shopkick® gives customers are reason
to be loyal. It also creates a bit of a treasure hunt for consumers
to interact with products inside their convenience stores.
Sheetz® just rolled out an offer that rewards their
customers for checking in on foursquare®. With every
check-in, customers receive a $1 off a made-to-order
hot or frozen beverage. Foursquare® is a mobile app
that allows people to check in at locations and then
share with their Twitter® or Facebook® friends where
they are, and if they want, they can also post a picture.
Sheetz® is not only driving incremental revenue through
additional beverage purchases, but they are also creating
a viral buzz, via Foursquare®.
Nearly 51% of all cell phones are smartphones, which means
social media is at your customers’ finger tips. Leverage your
relationship with your customer by engaging with them via
Dedicate an entire day to look at the various social media
platforms, and see what your competition is doing. Equally
as important, look across channels and see how retailers or
restaurants are leveraging their social media. You will gain a
different perspective and perhaps come away with innovative
ideas for your chain.
For more powerful information about mobile marketing check
Mobile Apps & C-Stores - Quotes Derek Gaskin
MACS launches Shopkick