Brought to you by OpenStore.
WALL, N.J. — In a recent Technomic survey for CSP, 24% of consumers said coupons would encourage them to visit a convenience store more often. But to reach the coveted 36% of consumers under the age of 37, retailers need to step out of the “mailer” comfort zone and start sending mobile coupons. OpenStore by GasBuddy offers a solution for c-store retailers looking to step into the modern age, a solution that helped Ohio-based Bell Stores crack the mobile-couponing code.
“Our interest in OpenStore actually stemmed from us knowing that we needed to jump into the 21st century,” said Jake Patton, marketing specialist for Bell Stores. “Our app through OpenStore has helped us accomplish our goal of reaching our customers in the mobile space. We’ve had our app for a little less than a year, and we currently have over 7,500 downloads [and] 600 people use the app every day.”
From the OpenStore dashboard, retailers are able to easily create promotions and send them directly to their customers. In addition to creating custom coupons, GasBuddy recently launched the Coupon Portal, a tool that enables CPG brands and c-stores to move even more inventory and increase their basket size.
“We just had the opportunity to pilot the manufacturer’s Coupon Portal and … it couldn’t be any easier to use,” said Patton. “Our relationships with key vendors have actually been strengthened by sponsored coupons. Basically, if someone is coming out with a new product, a new flavor or if they want to drive sales on a particular item or SKU, it’s so easy for them to give us information to put out as a mobile coupon.”
With the combined ability to send out custom coupons through the mobile app, retailers are seeing increased foot traffic and more purchases once the consumer steps into the store, which aligns with the Technomic survey findings.
“People are coming in to try the new product, but oftentimes, we’re seeing they’re normally not only getting that free product; we’re seeing them pick up some other items in their baskets, too, which is a huge win for us,” said Patton.
Leveraging digital coupons has become a crucial aspect in marketing to millennials, those highly valued younger consumers looking to spend their considerable cash load. With OpenStore by GasBuddy, it has become easier than ever to capture their attention through the mobile space. “The benefits of digital couponing are clear, but how and where to get coupons has always been a challenge for retailers and CPGs in the convenience-store space,” said Tony Chidiac, vice president of OpenStore. “The Coupon Portal addresses all hurdles of digital couponing while also providing a distribution channel for CPGs that includes millions of end-consumers.”
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