How new customer loyalty programmes fuel the c-store retail experience

Fuel retailers now realise there is enormous untapped potential to revamp their loyalty programmes to drive customer engagement and expand share of wallet. Kelly Brown explains how to elevate fuel loyalty solutions to create more relevant and personalised experiences that grow customer value and differentiate the business.

For many years, fuel retail loyalty programmes were an easy way to drive customer engagement and revenue. However, with changing consumer behaviours and formidable new competition, few meet the needs of today’s retailers or consumers.  

Most are simple “earn-and-burn” transaction or discount-based programmes that extend the same set of outdated offers to all customers, regardless of their different behaviours.   

They typically relinquish ownership of customer data and relationships to third party coalition loyalty providers that can’t differentiate retailers from their competition. And, crucially, with no access to data on their customers’ preferences, purchasing behaviour or communications, retailers can’t assess what their customers care about to provide the fast and easy personalised services they increasingly expect.  

The reality is, today customers don’t just compare your service to that of your competitors, but to the best service they’ve ever received, anytime and anywhere.   

At a time when industry regulators like the NZ Commerce Commission say that “motorists are often better off simply choosing the petrol station with the lowest board price or the site with a one-off ‘discount day, rather than counting on a complicated loyalty scheme”, you know that loyalty programmes are well overdue for an overhaul. 

Leading fuel retailers are investing in innovation, digitisation and branding to launch new loyalty solutions that deliver a complete view of customers’ preferences and purchasing behaviour, with the ability to create fast and memorable experiences.  

And they’re seeing the benefits - loyalty programmes are linked to an 18-30% increase in visits and spends at restaurants and c-stores, and loyalty members annually spend 38% more on average.  

---

If you’re looking at how to develop your loyalty and personalisation capabilities, here are the steps to take to deliver an exceptional CX, and examples of fuel retailers doing it best:  

1. Take control with a standalone loyalty programme  

In contrast to the third party loyalty programmes, modern loyalty systems give you a 360-degree view of all retail and trade customers, with their entire purchasing history and preferences captured and centrally stored in one database.    

By reclaiming ownership of your customer data from all channels and touchpoints – ranging from fuel selections to coffee preferences and convenience items within stores - you can recognise customers consistently wherever they shop with you.  

Example: in the UK, Shell Go+ is a very simple mechanism: customers earn visits, instead of points. All they have to do is spend £10 or more on fuel or £2 or more in the shop. They get 10% off all hot drinks and deli by Shell food ranges, and money off fuel every 10 visits, and plenty of treats and surprises along the way.  

This programme stands out due to its simplicity. Gaining and redeeming points is simple and doesn’t involve complicated calculations. 

---

2. Extend your loyalty programme to your mobile app 

Today loyalty programmes are an integral part of a smartphone app: loyalty mobile app users typically spend 10-20% more a month, and visit 20-30% more frequently each month.  

The customer essentially manages their own loyalty experience and should be able to collect points, make payments and redeem points straight through their mobile device at any time. And to really differentiate your offering, make it a simple and engaging experience by enabling both fuel and in-store transactions. 

Example: Z Energy, now part of Ampol Australia, expanded its Pumped loyalty programme back in 2019. Customers now save 6 cents per litre every day with no minimum spend at Z and participating Caltex stations, on up to 50 litres. They can choose to stack their discount when spending $40 or more to get an even bigger discount next time. And they earn Flybuys or Airpoints Dollars by scanning their Z or Caltex App, or Flybuys or Airpoints card.   

Z’s mobile app plays a key role in their loyalty programme. By delivering loyalty discounts and rewards at point-of-sale and on the app – not just via a card - they lowered the hurdle for customer adoption and made it faster and easier to use. For many users of the app, the big draw is another essential daily fuel: Coffee. The ‘jump the queue’ feature is one of Z’s most popular mobile offerings, with one in four coffees sold now pre-ordered.

---

3. Apply analytics to create more relevant and personalised offers  

The next stage is to use the data-driven insights to create cluster- or even site-specific offers. Tailor your offers for local buying opportunities and use your customers’ transaction histories to customise product bundles, pricing and promotions to increase sell-through without compromising margin.  

You can then capitalise on opportunities to craft offers that feel personally relevant to each individual in your database by combining internal data (such as transactions and location) with external data (such as competition, weather, traffic conditions and demographics).  

Example: The Chevron Texaco Rewards program rewards Chevron and Texaco customers for their fuel and qualifying in-store purchases at participating stations. But Chevron has also had success offering short-term loyalty schemes. Its AFANity program, which debuted in 2016, gave members points for specific activities, such as visiting a Chevron or Texaco gas station or checking in on the Chevron or Texaco mobile app. They then redeemed the points for rewards, including tickets to football games, autographed memorabilia, officially licensed team gear and unique once-in-a-lifetime experiences with their favourite teams.  

Chevron understands that people are not emotionally attached to petrol or convenience items but are very emotional about sports. Their loyalty programme tapped into that to create a positive affinity with the brand.  

---

4. Use AI-driven marketing tools to hyper-personalise the CX  

AI algorithms let you analyse customer preferences, predict many aspects of customer behaviour and develop personalised communications, experiences and offers.  

By interacting with customers at the right moment, with the right offer and in the right channel, you can drive behavioural changes in customers and multiply the lifetime value of loyalty customers. This is why gamification is the number one loyalty trend businesses plan to invest in during 2024.  

Example: Ireland’s Circle K understands the value of gamification with it Play or Park loyalty game. Members get 1 point for every litre of petrol or diesel and 4 points for every €1 spent on eligible purchases at Circle K stores. Members collect points and can play or park: each batch of 200 points qualifies for one entry which they can ‘Play’ for the prize of the month or ‘Park’ for an upcoming prize. And the prizes are big: February 2024’s ‘Experience of a Lifetime’ prize offers two friends the opportunity to drive free for a year, and March 2024’s prize awards 10,000 euro in cash.  

This is a great example of an engaging loyalty programme. It includes elements of gamification and has fantastic, tangible prizes for winners.   

---

5. Ecosystem loyalty programmes are next 

Looking ahead, large retailers are learning to drive customer loyalty and growth by pooling data within an ecosystem of brands. Multiple companies are tapping into their complementary product and service offerings to develop a joint loyalty programme around a unifying customer value proposition. 

 While still in their early stages, these ecosystem approaches promise many benefits: 

• Consumers will receive heightened experiential benefits in addition to faster loyalty rewards growth, more flexible redemptions and an unmatched simplicity and daily relevance. 

• Retailers and brands will see a rise in reach and frequency of usage. They will gain access to richer, more privileged consumer data, shared infrastructure and cross-marketing opportunities.  

Example: bp’s Everyday Rewards loyalty scheme in New Zealand is simple - customers earn 1 point for every litre of fuel and $1 spent on convenience products in-store. It includes ongoing loyalty promotions, such as 6 cents per litre off the fuel price up to 50 litres. And customers benefit from savings across a range of everyday purchases from multiple partners including Woolworths, ASB and Vineonline. 

Everyday Rewards is a powerful purchase motivator. Users gain points across a variety of partners and aren’t locked into spending rewards with one brand. People will be more motivated to use bp stations if they know their loyalty will be rewarded with other experiences and offers, not just fuel discounts or free car washes. 

---

As you look at how to modernise your loyalty programme, ensure you focus on the end-to-end customer experience. You have a fantastic opportunity to leap-frog your competition by taking an ecosystem-centric approach that gives your customers a ‘next-generation’ experience. 

Z Energy fuels more sales and repeat visits

Z Energy, New Zealand’s largest fuel retailer and part of Ampol Australia, developed Pumped to replace a third-party loyalty scheme and create a more seamless mobile and in-store customer experience.

Built using Infinity’s Loyalty module, Pumped uses a QR barcode on Z’s mobile app to identify the customer at point-of-sale or self-serve online payment terminals and add any relevant offers to their transaction. It also lets them consume any offers they have earned, such as free coffee, carwashes or LPG bottle swaps.

Z can now create new offers that help engage customers, offer them valuable rewards and encourage repeat visits. And Pumped is now Z’s cornerstone for innovation, with the ability to deliver the unified and personalised experiences its customers expect.

“With a single view of the customer we are right in the middle of the transaction with the customer in real-time. We know where, when and how they shop and, over time, will find new ways to interact, personalise and reward each customer’s experience.”

Andy Stewart, Head of Digital & Operations – Low Carbon Futures, Z Energy 

---

This blog was originally published on 12 February 2023 and updated on 21 February 2024.

Want help to modernise your fuel loyalty programme? 

As you transform your customer experience to deliver the seamless and personalised buying journeys your customers crave, your retail systems must transform as well. If you’re looking for help to develop your loyalty and personalisation capabilities, get in touch. We’d love to help you develop more meaningful relationships that deliver profitable growth.  

---

For more on how to deliver every c-store customer a personalised, fast and seamless experience, download our new ebook:

---

How self-service software underpins growth in convenience stores

If queues lengthen and sales slow when your teams are busy making coffee or rolling ice creams, then you’ll be wondering how self-serve technologies can help your convenience business. Kelly Brown explains why many self-serve offerings aren’t suited to c-store formats and describes disruptive new self-serve software that makes it simple to create a fast and memorable experience.

Fuel and convenience stores that become destination stores are best positioned for long-term growth and customer loyalty.  

They know that a customer experience centred on convenience is fundamental to success. And they’re urgently modernising the checkout experience so that consumers can transact on their own terms.  

But as c-stores build a reputation for speed and simplicity, they often struggle to maintain that convenience for customers.   

During peak hours, sales can be lost when customers see long queues and decide not to make purchases. It’s difficult to ensure that there are enough people in the store to handle the peaks without wasting resources during the troughs. And the strain of labour shortages continues to impact all retailers.  

The fix for many retailers is self-serve kiosks. They’re a practical solution for large stores and supermarkets, helping to deliver shorter queues, faster service times and reduced costs. 

However, most self-service kiosks aren’t suitable for a c-store format and don’t provide the services customers seek.  

The high up-front cost of a kiosk is a key barrier to adoption. The large pedestals take up valuable floor space, reducing stock and advertising opportunities, and extending the payback period.  

Theft is a serious concern, particularly for small stores with few staff.  

Many consumers don’t like self-checkouts and want to engage with a store member during a purchase. In addition, some transactions can’t be completed without help - such as age-restricted products - which limits the streamlined experience self-checkout promises.   

So how are c-stores innovating to increase convenience in their stores? 

Disruptive new self-serve software is fast becoming a c-store staple.  

Convenience stores are taking advantage of new self-serve software applications that can be deployed on any terminal or touchscreen display.  

For example, one client is rolling out a touchscreen self-service solution in over 50 stores to provide a simple way for customers to purchase items, order food and make payments.   

Positioned on store counters next to POS terminals, the solution includes a second monitor so that store staff can easily view each customer’s progress, assist and serve when required.  

Customers scan in barcoded items they want to purchase and use the interactive touchscreen to select non-barcoded products from a menu of made-to-order fresh and hot food.   

Developed by application developer Hoodoo, the software takes advantage of Infinity APIs to expose product, pricing and inventory data in real-time and easily add new capabilities. It’s lightning-fast, with an intuitive, easy-to-navigate interface and runs on any hardware device. 

This simple yet sophisticated approach offers six significant benefits for c-stores:  

1. Speed up service: reduce queues and make it easier for customers to transact in less time to boost customer satisfaction and drive profits 

2. Redeploy your staff: free up your people for more high-value tasks such as preparing food and engaging with customers. This reduces pressure on them and lifts productivity, creating efficiencies and higher profitability. Some large c-stores will be able to cut their headcount to further reduce costs 

3. Give customers choice: present all the available options and specials to each customer, step-by-step, and put them in control of their in-store experience 

4. Increase order accuracy: integrate orders with your POS, customer and inventory systems to eliminate the possibility of errors or miscommunication  

5. Boost upselling: make it easy for customers to add-on items to grow basket size and increase sales 

6. Differentiate your CX: provide a modern, intuitive digital experience in stores to amplify your brand and create more memorable experiences. 

Ordering and pickup options are next 

The surge in self-service goes beyond self-serve purchases – consumers want new options for ordering and order pick-up as well.    

Mobile ordering boosts sales and profits by letting customers place and pay for their order in advance using a mobile app. When they reach the store, all they need to do is pick up the order and go. Some fuel retailer apps let customers order items while they fill up, and an attendant delivers them to their vehicles. 

Self-checkout options are extending to online ordering platforms. Convenience stores are drawing online shoppers into their physical stores by offering omnichannel services such as click-and-collect.  

And home delivery has the potential to further enhance the customer service. Home delivery apps let c-stores drive sales and engage with new customers, while continuing to encourage their local communities to shop in store. 

This blog was originally published August 2022 and updated on 13 November 2023. 

---

Consumers now expect digital convenience from c-stores 

How quickly will you adopt self-serve solutions to differentiate your brand and deliver what customers want?  

If you’d like help to provide a streamlined and fast customer experience, get in touch. We’d love to help you deploy a self-serve solution to shorten queues, reduce wait times and help your team become more efficient. 

---

For more on how to deliver every c-store customer a personalised, fast and seamless experience, download our new ebook:  

The critical role of stores in digitising the retail customer experience

There’s been a massive shift in consumer expectations around convenience, connected shopping experiences and personalisation. Here’s how to use your stores to elevate and differentiate your customer experience.

For most omnichannel retailers, the growth of ecommerce has meant boosting their investments in physical retail.  

That’s because the store is essential to creating and satisfying customer demand - even if the customer ultimately transacts online. 

Consumers now see both the online and offline shopping experience as part of the same buying journey and not as one versus the other. Investments in unified commerce to unify the store and online experience are gaining momentum, with 20% of retailers heavily investing in it, 32% beginning to invest and 36% considering doing so. Retailers who used unified commerce in 2022 saw a 7% revenue boost over those who did not.  

Omnichannel retailers now see their stores as critically important assets to invest in.

• Store loyalty captures more share of wallet 

Today’s shoppers are purposeful and discerning. They don’t just compare your service to that of your competitors, but to the best service they’ve ever received, anywhere, any time. They want consistency across your channels, recognition wherever they shop with you and a relationship with your brand.  

With the ability to see, touch and feel products and assess alternatives, stores are important for marketing and customer acquisition. Store conversion rates are typically 20-40% - around ten times more than ecommerce channels (only 2.5-3%). And the store remains the dominant sales channel, still generating more than 70% of sales.  

• Stores shorten delivery times 

Stores support ecommerce fulfilment and place inventory close to customers - the source of demand. Click and collect, ship from store and return in store are now routine ways to fulfil online orders. Without a store, many online orders would not happen, and would be unprofitable.  

• Stores set the stage for experiences 

Stores can amplify brands by adding a tactile experience and human factor that isn’t possible online. Store staff build trusted relationships with customers through personalised recommendations. They are often better at acquiring customers and stimulating repeat purchases than digital channels. And self-service technologies can create an easy and fast experience at transactional moments of the in-store journey.  

Our client, Cue Clothing, is a remarkable example of how to use stores for competitive advantage. Around 20 percent of its sales are online, but over 60 percent are fulfilled by stores instead of a dedicated warehouse. The introduction of endless aisle increased access to inventory eightfold to 80,000 items, leading to a 70 percent increase in conversions and 130 percent increase in overall sales. And Cue has also launched a range of award-winning in-store initiatives – including virtual styling and in-store wishlists - that are driving up conversions, increasing revenue and boosting customer loyalty.

So how can your stores play a bigger role in your CX transformation? 

Here are 3 areas to focus on to differentiate your store experience: 

---

1. Bring digital convenience to stores

Many retailers have relied on convenient physical locations and knowledgeable store staff to entice customers to visit them. But today’s digitally savvy consumers want a ‘joined-up’ omnichannel experience that doesn’t stop when they enter a store.

By reimagining the store customer experience and giving staff tools to connect with customers digitally, you'll bring a rich mix of human and digital interactions into stores.

• Start by revamping the checkout experience. Offer fast, digital, contact-free point-of-sale transactions wherever the customers are - in the store, out in the warehouse or yard, at trade shows and pop-up stores. Ensure you can provide quotes and take cash sales or charge-to-account orders anywhere, with the flexibility to handle complex split orders, sales and returns. 

• Put customers in charge of their in-store experience by integrating digital services, such as the ability to look up loyalty points, access product information and add items to digital wishlists in stores. People who use digital while they shop in-store convert at a 20 percent higher rate compared to those who do not use digital as part of the shopping journey. 

• Localised pricing will let your team offer up-to-date, competitive pricing and empower them to make better, on-the-spot decisions.

---

2. Use store fulfilment to increase ecommerce profitability

Retailers are working to optimise their processes and remodel stores into fulfilment centres to meet the explosion in demand for online orders fulfilled in stores. 

However, many retail systems weren't built to provide real-time inventory so the challenge of knowing where stock is located across the store network causes missed sales and cancellations of online orders.

• Create a single view of inventory across stores, online, mobile and warehouses to improve your return on inventory and maximise selling opportunities. 

• Use your stores as mini-distribution centres to give your customers a variety of delivery options, such as click-and-collect, store-to-door, drop ship and returns anywhere. 

• Endless aisle capabilities let you sell products not stocked in your current location and have them delivered to or collected by the customer.

---

3. Personalise customer experiences by extending digital into stores

With more customer journeys beginning online and store visits become more focussed and deliberate, customer expectations for a frictionless ‘one brand’ experience are rising. 

However, many retailers have channel silos that mean any interaction or activity that the customer had with them online is largely unknown to store staff. 

By connecting all your customer engagement points in near real time, you can deliver a holistic and personalised customer experience more consistently. That means treating each customer as the individual they are all the time – one person with one account, interacting with one unified brand.

• Combine your customer, inventory and sales data from all channels and touchpoints and analyse your customer preferences. Use these insights to develop personalised communications, experiences and offers that drive customer satisfaction and loyalty. 

• Make this data available to your store staff. For example, provide your teams with access to relevant customer information, such as loyalty, wishlists and sales histories. Use AI technology to provide personalised upselling recommendations during click-and-collect pickups. 

• Extend these personalised recommendations into your other communications with customers, such as e-receipts and shipping notifications.

---

This post was originally published June 2022 and updated on 25 September 2023.

---

As you transform your stores to be the centre of your omnichannel experience, your POS and retail systems must transform as well. If you’re experiencing technology challenges that prevent you from unifying store and digital experiences, get in touch. We’d love to help you make stores play a bigger role in your CX strategy.

---

If you’re driving the CX transformation at your retail business, our unified commerce maturity model is the perfect tool to create your roadmap. Learn about the capabilities you need to create a rich mix of omnichannel experiences.

---

How a unified commerce platform solves retail inventory problems

---

From endless aisle and click-and-collect to self-serve and returns anywhere, customers expect a seamless and unified experience. But if you can only access rudimentary sales and inventory positions, you’re prevented from offering the ‘buy anywhere, fulfil anywhere’ services that are best for customers and most profitable for you.

Managing inventory is one of the most challenging processes for retailers – no matter their size. It’s also the largest cost. It’s a balancing act to strike the right stock levels and adjust those levels as your business changes. Understocks lead to missed sales and dissatisfied customers, and overstocks tie up your capital and result in markdowns that can hurt your margins.

Some retailers struggle with the fundamentals of inventory control, such as stock taking, demand forecasting, planning and receipting.

And in a world where online and offline channels are blending into a single brand experience, customers expect access to products wherever and whenever they want.

---

Unify your inventory

To provide the purchasing and fulfilment options you need for frictionless experiences that delight customers and reduce costs, you first need to get tight control of your inventory.   

A unified commerce platform gives you a single, accurate and up-to-date view of inventory so you can be sure that you have the right product at the right place at the right time. 

With unified inventory management across all locations, you can make better decisions about what stock to order and how to make it available in your physical, mobile, online stores and call centres.  

You can react to trends quickly, and forecast demand based on historical data, sales forecasts and seasonal variations. And with the platform’s open architecture and APIs, you’re free to add new features, channels, apps and services that will increase customer satisfaction and benefit your business in many ways: 

• Increase sales with ‘endless aisle’ capabilities that let you sell products stocked in any location and have them delivered direct or collected by the customer

• Reduce inventory costs by moving stock to the right location when it’s needed and cutting your overall stock requirements

• Lower fulfilment costs by delivering direct to the customer using store-to-door, warehouse-to-door, click-and-collect, kerbside pickup or optimised sourcing

• Reduce overselling or underselling with real-time inventory updates that remove the issues of selling unavailable stock or having more stock than listed online

• Turn locations on and off for endless aisle fulfilment based on the stock mix and quantities or surges in online shopping

• Offer more purchasing and fulfilment options to customers so they can locate items in-store, buy online, collect in-store, reserve online, receive the same day or at a time and location of their choice

• Optimise your product range by matching stock to each store’s location, community and demographics while still giving access to your complete range via endless aisle

• Extend your range across more sales channels such as marketplaces, in-store kiosks, shoppable screens, pop-up stores, concessions and mobile devices.

---

Retailers reaping inventory benefits with the Infinity unified commerce platform:

GAS optimises inventory for improved profitability

GAS completed a lightning-fast nationwide Infinity point of sale implementation. Site owners now have the tools to manage inventory and run more profitable businesses.

Night ‘n Day gets tight control of inventory

By simplifying inventory management with Infinity, convenience grocery retailer Night ‘n Day cut costs, freed up time and increased net profit to around $12,000 per store each year.

This post was orginally published January 2020 and updated on 18 July 2023

---

If you’re struggling with inventory accuracy and are looking at how to build a foundation for frictionless customer experiences, talk to us about how to start with a single view of inventory.

---

For more on how a move to a unified commerce strategy gives you the flexibility and agility you need to keep in step with consumers’ changing needs, download our new ebook. 

How self-service software underpins growth in convenience stores

If queues lengthen and sales slow when your teams are busy making coffee or rolling ice creams, then you’ll be wondering how self-serve technologies can help your convenience business. Kelly Brown explains why many self-serve offerings aren’t suited to c-store formats and describes disruptive new self-serve software that makes it simple to create a fast and memorable experience.

Fuel and convenience stores that become destination stores are best positioned for long-term growth and customer loyalty.

They know that a customer experience centred on convenience is fundamental to success. And they’re urgently modernising the checkout experience so that consumers can transact on their own terms.

But as c-stores build a reputation for speed and simplicity, they often struggle to maintain that convenience for customers.

During peak hours, sales can be lost when customers see long queues and decide not to make purchases. It’s difficult to ensure that there are enough people in the store to handle the peaks without wasting resources during the troughs. And labour shortages continue to cripple the retail industry, with high rates of staff absenteeism compounding the challenge.

The fix for many retailers is self-serve kiosks. They’re a practical solution for large stores and supermarkets, helping to deliver shorter queues, faster service times and reduced costs.

However, most self-service kiosks aren’t suitable for a c-store format and don’t provide the services customers seek.

The high up-front cost of a kiosk is a key barrier to adoption. The large pedestals take up valuable floor space, reducing stock and advertising opportunities, and extending the payback period.

Theft is a serious concern, particularly for small stores with few staff.

Many consumers don’t like self-checkouts and want to engage with a store member during a purchase. In addition, some transactions can’t be completed without help - such as age-restricted products - which limits the streamlined experience self-checkout promises.

So how are c-stores innovating to increase convenience in their stores?

Disruptive new self-serve software is fast becoming a c-store staple.

Convenience stores are taking advantage of new self-serve software applications that can be deployed on any terminal or touchscreen display.

For example, one client is rolling out a touchscreen self-service solution in over 50 stores to provide a simple way for customers to purchase items, order food and make payments.

Positioned on store counters next to POS terminals, the solution includes a second monitor so that store staff can easily view each customer’s progress, assist and serve when required.

Customers scan in barcoded items they want to purchase and use the interactive touchscreen to select non-barcoded products from a menu of made-to-order fresh and hot food.

Developed by application developer Hoodoo, the software takes advantage of Infinity APIs to expose product, pricing and inventory data in real-time and easily add new capabilities. It’s lightning-fast, with an intuitive, easy-to-navigate interface and runs on any hardware device.

This simple yet sophisticated approach offers significant benefits for c-stores:

• Speed up service: reduce queues and make it easier for customers to transact in less time to boost customer satisfaction and drive profits

• Redeploy your staff: free up your people for more high-value tasks such as preparing food and engaging with customers. This reduces pressure on them and lifts productivity, creating efficiencies and higher profitability. Some large c-stores will be able to cut their headcount to reduce costs

• Give customers choice: present all the available options and specials to each customer, step-by-step, and put them in control of their in-store experience

• Increase order accuracy: integrate orders with your POS, customer and inventory systems to eliminate the possibility of errors or miscommunication

• Boost upselling: make it easy for customers to add-on items to grow basket size and increase sales

• Differentiate your CX: provide a modern, intuitive digital experience in stores to amplify your brand and create more memorable experiences.

Ordering and pickup options are next

The surge in self-service goes beyond self-serve purchases – consumers want new options for ordering and order pick-up as well.

Mobile ordering boosts sales and profits by letting customers place and pay for their order in advance using a mobile app. When they reach the store, all they need to do is pick up the order and go. Some fuel retailer apps let customers order items while they fill up, and an attendant delivers them to their vehicles.

Self-checkout options are extending to online ordering platforms. Convenience stores are drawing online shoppers into their physical stores by offering omnichannel services such as click-and-collect.

And home delivery has the potential to further enhance the customer service. Home delivery apps let c-stores drive sales and engage with new customers, while continuing to encourage their local communities to shop in store.

Consumers now expect digital convenience from c-stores

How quickly will you adopt self-serve solutions to differentiate your brand and deliver what customers want? 

If you’d like help to provide a streamlined and fast customer experience, get in touch. We’d love to help you deploy a self-serve solution to shorten queues, reduce wait times and help your team become more efficient.

The critical role of stores in digitising the retail customer experience

There’s been a massive shift in consumer expectations around convenience, connected shopping experiences and personalisation. Here’s how to use your stores to elevate and differentiate your customer experience.

Omnichannel retailers now see their stores as critically important assets to invest in.

Last year, US online sales grew faster than ecommerce for the first time ever - with physical stores growing at 18.5 percent versus ecommerce growth of 14 percent.

And while ecommerce growth is predicted to outpace growth through physical stores in future, the spotlight will remain on stores. For most omnichannel retailers, the growth of ecommerce actually means boosting their investments in physical retail.

That’s because the store is essential to creating and satisfying customer demand - even if the customer ultimately transacts online.

Stores can amplify brands by adding a tactile experience and human factor that isn’t possible online. Store staff build trusted relationships with customers through advice, service, support and sales. They are often better at acquiring customers and stimulating repeat purchases than digital channels.

Stores support ecommerce fulfilment and place inventory close to customers - the source of demand. Click and collect, ship from store and return in store are now routine ways to fulfil online orders. Without a store, many online orders would not happen, and would be unprofitable.

Our client, Cue Clothing, is a remarkable example of how to use stores for competitive advantage. Around 20 percent of its sales are online, but over 60 percent are fulfilled by stores instead of a dedicated warehouse. The introduction of endless aisle increased access to inventory eightfold to 80,000 items, leading to a 70 percent increase in conversions and 130 percent increase in overall sales. And Cue has also launched a range of award-winning in-store initiatives – including virtual styling and in-store wishlists - that are driving up conversions, increasing revenue and boosting customer loyalty.

So how can your stores play a bigger role in your CX transformation? 

Here are 3 areas to focus on to differentiate your store experience: 

---

1. Bring digital convenience to stores

Many retailers have relied on convenient physical locations and knowledgeable store staff to entice customers to visit them. But today’s digitally savvy consumers want a ‘joined-up’ omnichannel experience that doesn’t stop when they enter a store.

By reimagining the store customer experience and giving staff tools to connect with customers digitally, you'll bring a rich mix of human and digital interactions into stores.

• Start by revamping the checkout experience. Offer fast, digital, contact-free point-of-sale transactions wherever the customers are - in the store, out in the warehouse or yard, at trade shows and pop-up stores. Ensure you can provide quotes and take cash sales or charge-to-account orders anywhere, with the flexibility to handle complex split orders, sales and returns.

• Put customers in charge of their in-store experience by integrating digital services, such as the ability to look up loyalty points, access product information and add items to digital wishlists in stores.

• Localised pricing will let your team offer up-to-date, competitive pricing and empower them to make better, on-the-spot decisions.

---

2. Use store fulfilment to increase ecommerce profitability

Retailers are working to optimise their processes and remodel stores into fulfilment centres to meet the explosion in demand for online orders fulfilled in stores.

However, many retail systems weren't built to provide real-time inventory so the challenge of knowing where stock is located across the store network causes missed sales and cancellations of online orders.

• Create a single view of inventory across stores, online, mobile and warehouses to improve your return on inventory and maximise selling opportunities.

• Use your stores as mini-distribution centres to give your customers a variety of delivery options, such as click-and-collect, store-to-door, drop ship and returns anywhere.

• Endless aisle capabilities let you sell products not stocked in your current location and have them delivered to or collected by the customer.

---

3. Personalise customer experiences by extending digital into stores

With more customer journeys beginning online and store visits become more focussed and deliberate, customer expectations for a frictionless ‘one brand’ experience are rising.

However, many retailers have channel silos that mean any interaction or activity that the customer had with them online is largely unknown to store staff.

By connecting all your customer engagement points in near real time, you can deliver a holistic and personalised customer experience more consistently. That means treating each customer as the individual they are all the time – one person with one account, interacting with one unified brand.

• Combine your customer, inventory and sales data from all channels and touchpoints and analyse your customer preferences. Use these insights to develop personalised communications, experiences and offers that drive customer satisfaction and loyalty.

• Make this data available to your store staff. For example, provide your teams with access to relevant customer information, such as loyalty, wishlists and sales histories. Use AI technology to provide personalised upselling recommendations during click-and-collect pickups.

• Extend these personalised recommendations into your other communications with customers, such as e-receipts and shipping notifications.

---

As you transform your stores to be the centre of your omnichannel experience, your POS and retail systems must transform as well. If you’re experiencing technology challenges that prevent you from unifying store and digital experiences, get in touch. We’d love to help you make stores play a bigger role in your CX strategy.

---

If you’re driving the CX transformation at your retail business, our unified commerce maturity model is the perfect tool to create your roadmap. Learn about the capabilities you need to create a rich mix of omnichannel experiences.

---

Video: GAS optimises inventory for improved profitability

Many retailers struggle to create a single, accurate and up-to-date view of inventory, but fuel retailer GAS has cracked it. Following its record 10 week implementation of Infinity point of sale software, the retailer now has a unified view of inventory to grow sales and drive profits.

Nahid Ali, GAS General Manager, says that achieving profitable growth starts with better inventory management.

“The Infinity point of sale system has got some fantastic features,” explains Nahid. “The key for us is the stock control and the inventory management.

“Infinity POS allows GAS retailers to do business better … and grow their profitability.”

---

Interested in how GAS only took 10 weeks to deploy Infinity POS nationwide?

Watch GAS modernises fuel retail through fast point of sale deployment.

---

Want help to unify your inventory? Contact us to find out more about how Infinity can give your business an accurate and single view of inventory.

---

Video: GAS crafts personalised customer experiences to grow loyalty

GAS is one of New Zealand’s largest independent fuel retail networks. Following its blistering-fast implementation of Infinity point of sale software, the retailer is now capturing customer data to develop a distinctive experience and boost loyalty.

Watch Nahid Ali, GAS General Manager, describe how GAS can now develop cluster- or even site-specific offers that let site owners take advantage of opportunities in their local areas.

Nahid explains:

“Infinity has opened the door for GAS head office and GAS retailers to a wide variety of marketing tools that we've never enjoyed before.”

---

Interested in how GAS only took 10 weeks to deploy Infinity POS nationwide?

Watch GAS modernises fuel retail through fast point of sale deployment.

---

If you’d like help to create tailored customer experiences that boost loyalty, get in touch. We can help you seamlessly integrate physical and digital channels to create a unified customer journey.

---

3 ways Liquorland is crushing inventory management

Liquorland is one of New Zealand’s most successful, sustainable and responsible liquor retailers. With Infinity providing unified inventory, POS and fulfilment, the retailer has added over $100 million in sales in only four years and grown its market share 5 percent - a massive result in a mature market. 

We interviewed Brett O’Hanlon, Liquorland’s Finance and IT Manager, and Andrew Barr, Owner Operator, for insights into how strong inventory management helps to drive profit and sales. 

Many retailers struggle to create a single view of inventory across all locations, but Liquorland is one of the few that has mastered it. Watch the retailer explain how it uses Infinity to reduce costs and optimise its range, delighting customers with personalised experiences that convert.

---

1. Optimising store ordering, merchandising and marketing 

How do Liquorland stores achieve results four times ahead of industry average growth? Brett and Andrew describe how unified commerce helps ensure Liquorland is “match fit” to pursue its ambitious growth strategy. 

Andrew explains:

“Infinity has helped us manage inventory by letting us understand what's selling when and where. This allows us to access cash to invest in products that will help enhance the customer experience.”

---

2. Flexible pricing and promotions 

Brett explains how Liquorland now gives all 130-odd stores “sovereignty” over their own local promotions, while also participating in powerful nationwide offers.   

And to ensure a unified customer experience, all the promotions are available on the ecommerce site:  

Video: Unifying the CX via flexible pricing & promotions

---

3. Forecasting demand to match customer needs 

Andrew says that delivering better cashflow starts with better demand forecasting. 

By having data available across the business, he can build heat maps to predict how much of a specific product customers will want to purchase during key periods of the day or week. That ensures he has the right stock on hand and the right specialist staffing for his customers’ needs. 

Video: Liquorland improves cashflow through better inventory management

---

For more on how Infinity supports Liquorland to offer new omnichannel services, read: Infinity helps Liquorland get click-and-collect ready for lockdown in less than a week

Want help to unify your inventory? Contact us to find out more about how Infinity can give your business an accurate and single view of inventory.

---

Becoming customer-centric: The new mindset of fuel retail innovators

The fuel retail market faces a number of disruptive threats that are spurring massive change and a relentless focus on customer experience.

Kelly Brown explains why fuel retailers are shifting their focus from the vehicle to the customer, and how to remain relevant.

Three forces of disruption are changing the game for the fuel retail business: the rise of alternative fuels, emerging mobility models and sky-rocketing consumer demands for digital and personalised services. 

While global demand for fuel will continue to increase over the next decade, this growth is not sustainable. The traditional fuel industry is on borrowed time: energy demand is expected to plateau around 2030 as the world shifts to renewables, and traditional sources of revenue will eventually evaporate and profitability dwindle.

---

How are fuel retailers innovating to survive?

The most innovative fuel retailers recognise that to unlock new business models and revenue streams they need to shift their focus from the vehicle to the customer.

Historically, fuel retailers have been focused on fuelling and servicing vehicles. While they also sell snacks and convenience goods to consumers in stores, the business is still centred on the vehicle, not the driver or walk-in customer.

In addition, fuel retailers have relied on convenient physical locations - “build and they will come” - rather than on inspiring their customers to visit them.  Some have effectively given their customers (in the form of data and opportunities for relationships) to third party loyalty and payments providers, and to the brands they sell, like Coke.

The future business of fuel will be less vehicle-centric, and more focussed on the customer. 

Today’s consumers expect brands to deliver fast and frictionless experiences through compelling interactions across all physical and digital touchpoints.

For fuel retailers, that means re-imagining the customer experience to become the place that people want, rather than need, to go to. It’s about becoming a neighbourhood hub, with more of what customers want. And it’s about extending your relationships outside the service station with digital channels and partnerships. 

The fuel retailers that fail to recognise and seize this opportunity, will be the businesses left behind.

---

What steps can you take to revamp your customer experience? 

---

Here’s a two-pronged strategy that will help offset the future decline in traditional income streams

1. Lock in your customers now 

Focus on the end-to-end needs of your customers and revamp the customer journey to expand your relationship beyond quick visits to service stations.

That means enabling fast, digital, contact-free purchases, transforming your convenience stores with new products and services, and personalising your customer communications, offers and experiences. To do that you’ll need to create true omnichannel experiences that seamlessly integrate physical and digital channels to create an array of engaging customer experiences using your own brand, in conjunction with the third parties' customers value.

Case study: Our client Z Energy replaced a third party loyalty scheme with its own loyalty strategy and programme. Pumped is now Z’s cornerstone for innovation, with the ability to deliver the unified and personalised experiences its customers expect.

2. Embrace complexity to build new capabilities

To revamp your business and aggressively embrace innovation and new technologies, you’ll need to develop new expertise and capabilities. That will introduce more complexity into your organisation, with sales channels becoming less physical and more digital. 

You’ll need to embrace agile working to innovate and get products to market faster. You’ll want a retail platform that connects your physical and digital channels to let you deliver customer experiences that go beyond the novel to become meaningful. And by using APIs, you can create an ecosystem of partnerships to deploy new apps, services, channels and devices. 

Case study: Z Energy is transforming its business to pursue growth opportunities and deliver award-winning customer experiences, including a world-first innovation – a virtual fuel tank called Sharetank.

---

If you’d like help to create immersive, seamless and personalised customer experiences across all physical and digital channels, get in touch. We’d love to help you develop a unified customer journey.

---