ALEXANDRIA, Va.—Convenience chains are introducing digital tools designed to improve the customer experience as e-commerce becomes a greater part of the overall shopping experience.
Wawa, the Pennsylvania-based convenience retailer with 900 locations, announced it has chosen Performics, the performance marketing engine of Publicis Groupe, to help guide the chain’s digital transformation, according to MarketScreener.com.
As Wawa’s digital agent of record, Performics will be responsible for handling e-commerce strategy, paid search, SEO and programmatic display, advanced analytics, proprietary media buying and optimization technology, as well as an intent-based communication architecture.
“We’re working toward digital transformation in order to create exceptional experiences that provide boundless convenience and personal connections for our customers,” said Todd Miller, senior director of brand strategy and experience, Wawa. “We’re excited to partner with Performics on this journey, leveraging their expertise in creating digital ads and experiences that fulfill our customers’ intent.”
Earlier this week, Hathway, based in San Luis Obispo, Calif., announced it will help Dash In, based in La Plata, Md., And part of Wills Group, develop a new, unified mobile experience, including retail purchasing, in-app fuel rewards, order ahead and food delivery features and car wash purchases. By integrating content, loyalty and commerce for the Dash In loyalty program, customers will receive personalized offers, experiences and rewards.
Hathway’s digital transformation work is expected to launch in the fall, helping to connect customers from Dash In’s 55 convenience stores and Splash In’s 47 car wash locations. Wills Group separately owns and operates 280 convenience retailing outlets in the mid-Atlantic region.
Separately, Enmarket, based in Savannah, Ga., announced a new mobile app allowing customers to pay for fuel or in-store merchandise directly and securely through the app. Customers also can completely bypass the cash register by using the mobile app’s Scan and Go technology, powered by Skip Checkout. Scan and Go allows customers to use their mobile phone to scan products and pay for them directly from the app. Both mobile pay and Scan and Go are fully integrated with Enmarket’s Enjoy Rewards loyalty program, allowing customers to earn points and redeem rewards no matter how they choose to transact.
Enmarket, which operates 129 convenience stores, said Enjoy Rewards members get exclusive in-app coupons, including age-restricted offers on tobacco and alcohol, and can even apply for careers and give feedback to Enmarket directly through the app.
As NACS Daily reported in January, 7-Eleven uses digital technology to support its loyalty program, mobile wallet, delivery program and self-checkout, while the retailer’s Australian stores rely on digital signage to communicate with customers. Last month, NACS Daily featured a report on Denver’s Choice Market, which offers digital tools to allow cashierless checkout at its newest location. Last year, Sheetz also updated its technology systems with Hyperconvergence, an IT framework that combines storage, computer and networking to better manage workloads.
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