Providing convenient ways for customers to shop at your c-store is a must, but investing in solutions that can provide them with that can seem like a daunting task.
We asked 3 c-store experts about their thoughts on convenience outside the store solutions, and how to go about incorporating them at a site.
Here’s what they had to say:
“Be 100% realistic with your capabilities.” Steve Evans, Chief Technology Officer, Haffner’s
It All Starts with a Plan
When considering adding a solution like Order at the Pump, Mobile Ordering or Drive Thru, it’s important to think through what’s most relevant to your site.
Inspiration can be drawn from sites that have found success with these solutions, but if they’re not a right fit for your customers, then they’re not a right fit for your site.
It’s also important to remember that not everything has to be added at once. It’s a lot harder to do three things at a time versus one, so it might make more sense to start small and scale when ready.
“Try to find [technology] partners that believe in your vision.” Matt Folmer, Internal Operations Manager, ROCS Local Market
No One Does it Alone
If you’re reading this, chances are you’re considering adding a convenience outside the store solution to your site. Picking the right partner is a vital part of that decision.
A good technology partner not only shares your goals but is also able to help you scale when you’re ready to do so.
You’ll want to ensure the technology partner you choose meets those criteria to give your site the best chance of success with these new solutions.
Think About the Day-to-Day Users
All of your business processes should be designed with two people in mind: your customers and your team.
Frank Gleeson, Board Advisor, Insight Research
Incorporating a convenience outside the store solution is meant to make your site more convenient, but if your staff and your customers don’t feel it does that then it won’t be solving the problem you were hoping it would.
Your staff needs to be able to manage the orders that come in as well as assist customers in understanding these new ordering solutions.
The Bottom Line
When we’ve deployed kiosks or order technology, we’ve found that the basket sizes increase by about 30%.
Frank Gleeson, Board Advisor, Insight Research
Customers want quality, service and speed from your c-store. When these solutions are running as intended, you are able to provide them with all of that.
All three experts agree that innovative ordering technology is a must in c-stores to address the needs of current and future customers.
The information from this blog was first presented at RTC25. Stay tuned for dates and location for RTC26 to gain early access to information like this.
1- According to the NACS State of the Industry Report