Enabling convenience retailers to operationalize their digital integration will be a critical step as they reach digital maturity. To move the retailer’s vision from concept to operational execution (e.g. implementing loyalty, delivery, curbside pickup programs), important planning to ensure a smooth transition for both store staff and customers and a mature digital ecosystem.
As convenience retailers grow in digital maturity, they should invest more in both internal and partnership resources as their technology platforms evolve. But what does it really take for a C store to actually go through a digital transformation? Essential (hint: most c stores are still in stage 1). Once that is established, you can make a plan for moving forward.
What is the definition of digital transformation?
The Bounteus Path to Digital Maturity Model includes five stages of digital evolution. Convenience store Tier 1 Inaction lacks digital capabilities to support contactless payments, online ordering, loyalty and personalization. As of the second half of 2022, we can consider about half of the c-stores to be at this stage.
Nearly 38% of c-stores have started the transition to digital maturity and moved to the next phase.startThese brands recognize that digital is the future and are taking steps to get the ball rolling. Just as restaurants have had to adapt to changing consumer ordering habits, C stores have had to do the same and early adopters will outperform their competitors. In this phase, the digital presence is functional yet predictable, relying on one-size-fits-all online ordering templates and slightly different engagement channels such as third-party delivery services (3PD) such as Uber eats, DoorDash and Grubhub. I’m here.
Based on digital products, only a minority (5%) of c-stores can be considered for the next phase, Foundation. Here, operators move to custom his platform, which provides a more unified view of their customers as a foundation for digital growth. next phase, accelerationis where C stores gains momentum, investing in technology that provides specific insights about individual customers and experimenting with cross-channel marketing, including mobile ordering and native apps. About 5% of brands have reached this stage.
The final stage of digital maturity is less than 1% of c-store brands reached so far. innovationAt this stage, digital products are a strategic point of differentiation and brands are in a position to gather a wealth of data to inform platform development and CRM. These brands are in the business of discovering and creating unique and memorable experiences that organically foster brand loyalty. They recognize that digital maturity is more like a marathon than a sprint to the finish line. Slowly and steadily win the race.
As foodservice offerings expand, C stores need more digital tools
Much of post-pandemic convenience retail continues to build on the popularity of convenience foodservice. During the pandemic, c-stores such as restaurants took orders and payments and he relied on 3PD to deliver food, paying hefty surcharges. Store staff were trained on how to receive and process these orders for pickup by delivery services with minimal disruption to daily workflow. That was fine at the height of the pandemic, but relying on 3PD to represent your brand and provide the same level of service is no longer the best approach.
On the contrary, retailers that have invested in their own mobile ordering platforms over the last few years are providing a more branded and engaging digital experience for their customers. Operationally, these retailers have developed unique capabilities to sell and market food service offers to customers who utilize these platforms. At the same time, the company’s marketing team created promotional his offers and incentives to drive orders and drive adoption. At these stores, staff not only focus on order fulfillment, but also on how to educate customers about loyalty programs, how to redeem offers, how to encourage repeat orders, and smooth in-store and curbside pickup experiences. We also received training on how to ensure
Practicing Digital Transformation
To become an industry leader, c-store must focus on innovation, the final stage of digital maturity. Brands need to tackle cross-channel capabilities such as mobile ordering, delivery, curbside pickup, loyalty programs, and personalized customer experiences. This requires robust analytics capabilities that provide deeper insight into customer behavior.
For example, tag management helps determine which digital behavioral events need to be captured to accurately measure web and app performance. Implement the code necessary to retrieve this data using a tag management tool such as Google Analytics or Google Tag Manager. Pixels and other tokens are also used to track digital behavior and conversions, especially emails, social media and advertising. Data is also captured for CRM and loyalty purposes, including customer attributes and behavior outside web and app events. This step is critical to obtain the data required for advanced analysis. Finally, use key metrics to measure success and enhance your digital strategy.
Building Loyalty at the Operational Level
Similar to mobile ordering, retailers can choose “template” options that allow them to bring their app or loyalty program to market. These templates act as a framework, serve their purpose, and help brands get their apps and loyalty programs to market fairly quickly. This was the first step for many brands and they could have started somewhere else, but they are lagging behind in digital maturity.
The challenge is that the customization of these templates can be very limited and prevent a compelling customer experience. For example, a brand may be limited to changing colors and logos only, so its app may look very similar to many other brands. Retailers have realized they need to be more ambitious about investing in digital platforms and loyalty programs. This enables you to deliver an engaging and simple customer experience that your loyal customers can earn and exchange. However, with this control comes responsibility. Retailers should commit both internal resources to manage the program and external partners with the expertise to build and maintain momentum before and after the program launch. In addition, store staff must be trained and educated on the program, its benefits to customers, and how to support and facilitate adoption at the store level. Further align operations teams to deliver more value to customers by setting app download usage and offer redemption goals based on robust analytics and insights at both company and store level I can do it.
Operationalize a seamless and integrated guest experience
The overall digital customer experience a customer has with a retail brand depends on several factors.
First, digital assets such as websites and mobile apps need to be continuously updated with the latest technology to provide consumers with a modern experience. This requires a dedicated in-house marketing effort and resources, and typically partnerships with companies like Bounteus that have the experience and expertise to execute the brand’s vision at scale.
Second, the user experience (UX), including brand messaging, should be consistent across platforms. A customer should have the same level of personalization and a consistent her UX whether engaging with a brand in-store, self-ordering her kiosk, website, or through the brand’s native app. This requires ongoing management at the strategic level to ensure the integrity of the entire digital estate.
Finally, customer data management is essential to delivering a personalized and consistent customer experience that drives engagement. To create relevant offers, promotions and overall communications, CDP strategy A technology stack capable of supporting this level of data collection, aggregation and analysis. As digital programs continue to expand, retailers’ technical resources must be dedicated to CDP implementation and ongoing maintenance.
How C stores improve their digital maturity
Understanding where to go next starts with evaluating your cstore’s current digital customer experience within your digital maturity model to determine where your brand stands. Our expertise in the most innovative and cutting-edge CDP, mobile ordering and loyalty platforms combined with our proprietary technology accelerator, NomNom™, puts us in a unique position to:
Assess your convenience store’s unique needs
- Make strategic recommendations to help you achieve your business goals.
- Build the tech stack needed to support a retailer’s CDP and leverage this database to optimize the digital customer experience
- Helping retailers generate higher engagement through more engaging digital experiences
Download our free eBook to learn more about how Bounteous takes your digital transformation to the next level. Custom Mobile Apps: The Next Step on Your Journey to Digital Maturity.
