Liquid Barcodes

Resources

Converting Impulse Shoppers to Automatic Customers

Carolyn Schnare Chief Content Officer, Liquid Barcodes

15/06/2022

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers

 

Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the store while half left just after filling up with gas. Of those that went into the store, 42% went in to buy a beverage and 37% went in to buy a snack.

The opportunity is loud and clear that customers can certainly be enticed to buy a food or beverage and with the right marketing and technology, retailers can not only increase in-store foot traffic but convert those thirsty, hungry shoppers into frequent customers. Retailers can transform impulse buyers into automatic customers.

Why Pick One Store Over Another?

For gas-buying customers, price is the number one reason for choosing a place to shop. Gas stations are the only retailers in the world that display prices on a 30-foot LED sign that can be seen from a quarter-mile away. But, when prices vary by just a cent or two between neighboring stores, loyalty to store brands and discounts tend to drive customers toward one store over another.

Now that we have an idea of what gets customers on the lot, the key to increasing profitability is to get that customer into the store. One way to reward a customer for their loyalty is to engage them with valuable rewards.

Another way to ensure they keep coming back is if they’re invested in a subscription program. Beverage subscription programs are one of the latest trends in convenience and food retailing and a crucial component to not only winning the wallet of a customer but also seizing that same spend from another retailer.

From Impulse Shopper to Automatic Customer

Let’s follow Rose, a semi-regular customer who stops at a convenience store weekly to get coffee after filling up her gas on her way to work. Rose passes for gas stations each morning and has little allegiance to one over another, though she likes the coffee most at Stores A and B.

Rose has a paper stamp card for Store A which offers her a free coffee for every ten she buys at $2.00 per cup. When she remembers the card, she is excited about the reward. Store B launches a new subscription coffee program where for $6.00 a month, she can have one free coffee every single day. Rose decides to join Store B’s subscription program and now stops there every time she needs her weekly gas fill-up so she can maximize her subscription. Also, since she passes by there every day anyway, she now stops a few other times each week and often buys a pastry, too. She becomes an automatic customer.

Rose likes the Store B subscription and lets it automatically renew each month and has not been to Store A since joining the program. Rose also enjoys the extra benefits that come along with Store B’s loyalty program such as discounts on items, 3 cents off per gallon at the pump when she pays with the app, and she sometimes wins prizes with the fun games.

Store B has a loyal customer in Rose.

Store A lost a customer.

Rose loving her coffee subscription

Create Brand Advocates with a Strong Loyalty Offer and Subscription Program

Rose asked her friend Steve to meet up for coffee. There were a few places to choose from including Coffee Shop A and Convenience Store B (from the earlier example) which have a large outdoor seating area. Rose likes the coffee at both locations, but since she already pays monthly for coffee, Rose decides to meet Steve at Convenience Store B. While there, she redeems her daily coffee and buys Steve a cup and a pastry to share. Steve is so happy with his coffee that he buys his own monthly subscription and now is a new automatic customer for Store B!

Automatic customers getting coffee

Convenience Store Customers are Pre-Meditative in Their Purchases

Subscription programs take the thinking out of the customer’s daily journey. While some impulsive customers will show up for their gas and be persuaded by colorful signs for an ice-cold drink or a juicy chicken sandwich, most already know what they want to buy, besides just fuel.

According to a NACS customer intercept study, only 1 in 5 shoppers decided to make the purchase on-site at the convenience store. 80% of shoppers said that they made the decision to make a purchase at a convenience store before they set foot in the store.

A well-timed notification from the store’s loyalty app is one way to get their attention. Another way is with beacons to entice passers-by to stop in. However, a food or drink subscriber would already want to use their paid subscription and might plan an entire trip around that store. While notifications and marketing are a great nudge, a subscription program is a guaranteed conversion of members to automatic customers who will be in the store and a good indicator that they’re going to buy even more once there.

Win The Trip And The Automatic Customer

Subscription programs for drinks and snacks are a win for both retailers and customers. Retailers can count on recurring revenue through automatic customers and increased basket sizes. Customers can feel that they are saving money with a subscription and it also takes the thinking out of where to stop. Don’t let competitors beat you to offering a subscription program and avoid losing valuable customers by investing in your own easy subscription program in order to create automatic customers.

About Liquid Barcodes

Liquid Barcodes loyalty platform is powering loyalty programmes for industry leaders across several global markets, offering unique subscriptionmobile payment, gamificationloyalty and personalization capabilities. Learn more about Liquid Barcodes at LiquidBarcodes.com

About the Author

Carolyn Schnare, Chief Content Officer, Liquid Barcodes

Carolyn Schnare has been involved with the convenience retailing industry for two decades with extensive knowledge of customer engagement and marketing, sustainability, and community outreach. Prior to Liquid Barcodes, Schnare worked at NACS (National Association of Convenience Stores) in a variety of roles from event production to membership and most recently as Director of Strategic Initiatives and host and producer of the popular industry podcast, Convenience Matters.


Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes