Steven Johnson is the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. He has been closely monitoring the trends in the
convenience store industry, restaurant industry, grocery service Deli’s and more
with a particular interest in Ready-2-Eat and Heat-N-Eat fresh prepared food. Food
marketing messaging with relevance matters and Wesco is finding success with customer
relevance.
Of note is Wesco Inc.,
the western Michigan-based convenience store chain, which has recently achieved
remarkable growth in its delivery service operations. Last year, they hit a
significant milestone by surpassing $3 million in annual sales, thanks to their
strategic focus on technology and customer convenience. Now let’s take a look:
The Importance of Third-Party Delivery
Wesco's success story highlights the growing importance of
third-party delivery services in the convenience store industry. Here's why
partnering with a delivery provider like Vroom Delivery has been so beneficial
for Wesco:
·
Reaching New
Customers: Third-party delivery platforms have a
vast network of users, allowing Wesco to reach new customer segments who might
not typically visit their stores. This expands their market reach and increases
sales potential.
·
Enhanced
Convenience: Delivery caters to the busy
lifestyles of today's consumers. By offering delivery, Wesco provides customers
with the ultimate convenience of getting their favorite products delivered
straight to their doorstep.
·
Operational
Efficiency: Partnering with a delivery service
frees up Wesco's staff to focus on in-store operations, potentially improving
efficiency and reducing labor costs.
Want to Grow a
Larger Share of Stomach?
Delivery Matters
Wesco's Delivery Strategy
Wesco's approach to delivery goes beyond simply offering
the service. Here's how they've maximized the impact of third-party delivery:
·
Customer-Centric
Focus: Extending delivery hours to cover a
wider timeframe (11 a.m. to 10 p.m., seven days a week) ensures maximum
convenience for customers.
·
Catering to
Cravings: Recognizing the popularity of
prepared meals like pizza and grinders, Wesco offers a delivery menu that
caters to customer demand for quick and delicious options.
·
Inclusive Payment
Solutions: By enabling online EBT transactions,
Wesco caters to a broader customer base and makes it easier for SNAP recipients
to utilize their benefits for online grocery purchases. This is a win-win for
both Wesco and their customers.
Technology as a Key Driver
Wesco's long-standing partnership with Vroom Delivery since
2018 has been a key factor in their success. Vroom's technology platform
provides a comprehensive solution that goes beyond just delivery logistics:
·
Full-Stack
E-Commerce: Vroom's platform offers a complete
e-commerce solution, including features like automated menu management, loyalty
program integration, and automated marketing tools. This streamlines operations
for Wesco and personalizes the customer experience.
·
Omnichannel
Ordering: By testing Vroom's new omnichannel
ordering capabilities, Wesco is staying ahead of the curve. This allows
customers to seamlessly transition between online ordering and in-store
purchases, creating a more unified shopping experience.
·
Seamless Payment
Processing: The integration of Pay360 ensures a
smooth and secure checkout process, reducing friction for customers and
improving overall satisfaction.
A Bright Future for Wesco
Wesco's commitment to innovation and customer focus
positions them as a leader in the convenience store industry. By embracing
technology and leveraging third-party delivery services, they are well on their
way to achieving even greater success in the years to come. Focusing on adopting
messaging on future trends in convenience store delivery and how Wesco might
adapt their strategy to continue to drive top line sales and bottom-line profits.
Do your food
marketing ideas 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
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