In recent years, Conexxus, the technology organization that sets standards for the convenience industry, has been exploring what convenience retail will look like in the next 7 to 10 years and what technologies retailers in the industry will adopt along the way. I’ve been thinking about whether I need it.
“The roadmap itself is a forward-thinking methodology that considers the customer. What will the consumer look like in 7 to 10 years? And what technologies will be available to them? So how do we meet those consumer needs?” said Gray Taylor, executive director of Connexus.
At last week’s NACS Show, Taylor and other presenters promoted a roadmap, demonstrating the importance of digital media and mobile commerce in convenience retail, the technology they require, and the obligations and standards retailers must adhere to. radar.
Digital media and retail media networks
Using digital media and retail media networks to engage with customers and build loyalty will continue to become more important. This means creating a consistent brand message and marketing strategy, offering customized promotions and deals, and targeting consumers with attractive and meaningful offers.
For retail media networks, “the ultimate goal is to collect enough information from your promotions to increase engagement and allow you to further refine and target the customers you want to bring into your stores,” says Nouria. said Doug New, Chief Information Officer at Energy. Co., Ltd.
Offers and promotions can be presented to consumers in a variety of ways through a variety of channels, from TV ads and social media to videos at the fuel pump. That said, the panel agreed that this strategy is most effective when the message is tailored to the consumer’s personal preferences.
To get the most out of personalization, you need to:
A loyalty program CRM solution to create and manage promotions and collect data, and possibly a CDP. Eventually, geofencing for more sophisticated targeting offers.
This is another place where digital 8112 coupons become essential.
“One of the great things about 8112 is that we can see who received the coupon, when they received it, and where they actually redeemed it, which means we can provide deeper consumer insights for our customers. “We’re trying to build that so we can more accurately target our ads to our customers,” New said. “Data shows that a customer likes fried chicken, so you can offer coupons and deals when you know that customer is in the area or when the customer is likely to be in the store. You can send it.”
With all digital media tracking customers and their behavior, retailers must also consider privacy to protect personal information.
“We have to be sensitive to the nature of privacy in all of this, and the underlying technology that we need to do that is tokenize identities,” New said.
“Identity tokenization will increase as companies need to keep up with current web standards to capture user data and store it across databases,” Taylor added.
mobile commerce
Panelists speculated about a future where vehicle dashboards could be useful for commerce and purchasing goods. Imagine asking your car for the nearest place to buy cigarettes and it directs you to a c-store and offers you a coupon for your favorite brand. Some international automakers and fuel retailers are implementing mobile payments from the pump dashboard.
A key element of mobile commerce is good SEO, which allows digital assistants to find your store and learn what products you offer.
“We need to make sure we have standards that allow us to deeply connect with our customers so they can find our products. Otherwise, we are leaving SEO in the hands of uninformed digital assistants. ” in every product we offer,” said Ed Collupy, Innovation Facilitator at Conexxus.
duty
With these future innovations on the horizon, retailers need to stay aware of the standards and compliance obligations of the technology they implement, says Don Emery, senior manager of products at CHS Inc. (Cenex). says Mr. “We want to progress and be innovative and do new things, but we have obligations and standards that we have to work within,” he said.
Some of the criteria Emery pointed out include:
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