Thursday, December 16, 2021

Circle K Leverages Global Footprint for Growth

Talk about the power of a brand and its ‘footprint’. Food retailers with a global footprint have the ability to listen to consumers all over the world.  In the case of Circle K, entering into a global partnership with Niantic Inc. to bring the convenience store operator's locations to life in the augmented reality mobile game Pokémon GO was a no brainer according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

There is no doubt that the Pokémon GO partnership connects, Pokémon GO players and Circle K customers alike to in-store experiences and special in-game rewards that will drive both new electricity via customer frequency while building top-line sales and bottom-line profits. Just think more than 9,000 Circle K c-stores worldwide will transform into PokéStops and Gyms.

Kevin Lewis, chief marketing officer at Alimentation Couche-Tard Inc./Circle K, stated, "As a loyal Pokémon GO player for many years, I am personally thrilled with this new global partnership," … "I am equally thrilled to bring Pokémon GO to life with millions of our customers across our more than 9,000 stores worldwide."

So, get ready as in early 2022, Circle K will host the first of four Legendary Raid events at participating locations in-game to engage Pokémon GO Trainers, customers and mobile game enthusiasts. Once again just think about the size and scope of this opportunity as, Pokémon GO has been downloaded more than 1 billion times and is enjoyed by players in 150 countries and territories. How are you building new electricity for your brand?

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit, FoodserviceSolutions.US or call 1-253-759-7869 

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