Restaurants success with mobile
contactless ordering, pick-up, and marketing helped propel sales so much that
grocery stores the ilk of Walmart, Kroger, and Publix
have jumped in and consumers adoption of mobile ordering continues to accelerate
according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Convenience stores need a strong digital strategy
to meet new consumer demand and adoption of and for less contact, or even no
contact ordering and pick-up according to Johnson
Pepared food is the primary driver of the foodservice category
within Convenience stores, generating 47% of the category’s sales industrywide.
Among small operators, prepared food accounts for more than half of the category’s sales at 53%, compared to 38% for large operators. Johnson
added that 83.1%
all dinners have at least 1 meal component and 68.4% have two meal components.
Mike Flebotte, partner at Business
Accelerator Team, said during the recent Conexxus 2020 Annual Education
and Strategy Conference stated, "Being mobile-friendly is very important
at this point,". "So many consumers are looking at mobile
devices and trending toward mobile that it is really essential for retailers to
have a mobile-friendly web presence."
Millennials matter as the average daily
mobile internet usage of millennials aged 25 to 34 was almost four hours.
Flebotte continues "Operators focused on appealing to this generation of
shoppers really have to make sure their website is responsive across all
With a digital marketing strategy
geared toward increasing customer visits, Flebotte said there are two ways
for c-store retailers to drive visits and sales: sell current customers more
and more often, and increase total customer count.
This is important mobile apps drive
conversion more so than websites, according to Flebotte. In fact, mobile apps
can generate up to 300 percent higher conversion rates than a website.
"Operators evaluating the cost to maintain both — responsive website and a
separate mobile app — should consider potentially a web app," he
Other best practices he offered for
developing a digital strategy to drive traffic are:
Plan for integration;
Have a mobile strategy that enables
two-way communication between the customer and the brand;
Plan to be flexible;
Redefine success; and,
Think outside the box.
"Looking outside of your industry
for marketing innovation and finding new ways to stand out against your competition
is essential," Flebotte said. "As platforms continue to evolve,
and shopping behaviors continue to change and shift, it's important for
retailers to try to stay ahead of the curve seeking new and innovative ways to
leverage technology to more effectively market to customers." Are you
looking a customer ahead?
C-stores have an opportunity with mobile
commerce, and it starts with registering the consumer and moving him/her
into the path to purchase journey, according to fellow Conexxus Conference
presenter Don Frieden, CEO and founder of P97, a mobile commerce and
digital marketing platform provider.
Consumers will want more than just mobile
ordering. The opportunity to provide
multichannel marketing, such as emails and in-app messaging, to influence
the consumer along the journey. And then, step three is to
leverage geolocation by having all the retailer's locations
in the platform.
Additional steps in the mobile commerce
journey, Frieden cited, are:
Mobile pay at the pump;
Mobile order ahead; and
Loyalty rewards and targeted
The benefits of moving a consumer to
mobile are in the numbers, Frieden pointed out. Comparing NACS State of
the Industry (SOI) data to P97 data, he cited that the average gallons per
transaction based on card-based transactions is approximately 10.8
gallons per SOI's findings vs. an average of 12.2 gallons based
on mobile transactions per P97's findings. Are you looking a
Are you ready for
some fresh ideations? Do your food marketing ideations look more like yesterday
than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail
food brand while creating a platform for consumer convenient meal
participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of
the following links: Facebook, LinkedIn, or Twitter