Vontier: Loyalty Users are Motivated by Store Identity

New research from Vontier suggests that frequent c-store visitors may prefer a store due to familiarity and identity versus deals and offers.

In a national survey of 600 U.S. drivers, the company found that casual drivers shop transactionally, but “super-users” (the 24% who stop multiple times a week and drive disproportionate revenue, are “loyal for reasons that have nothing or little to do with discounts. They return because the store feels familiar, safe and part of their daily rhythm,” Vontier said.

Vontier said the findings point to a trend where the more often someone visits, the less price may matter. Several forces are accelerating this shift, according to the company:

• Friendly service over rewards. “Frequent visitors value being known more than being discounted. For them, loyalty is social, not mathematical. It is the nod from the cashier, the predictable rhythm of the stop and the feeling that this is their store.”
• Safety and predictability. “Sixty-seven percentof drivers prioritize well-lit, reliable sites, which elevates the convenience store into a third place.”
• Foodservice. “With 64% of Millennials and 67% of Gen Z stopping specifically for food and beverage, the forecourt is shifting from a commodity stop to a cultural hub. Food choices signal identity, taste and belonging, and younger drivers treat the convenience store as a place to express that.”
• The car wash as a lifestyle habit. “Gen Y and Gen Z are 50% more likely than Boomers to visit a convenience location specifically for a car wash. Furthermore, nearly 40% of Gen Z drivers say they would use a car wash more often if it were bundled into a loyalty reward or subscription plan.”
• EV dwell time. “Across multiple independent studies, a clear majority of EV drivers choose charging locations based on experience factors such as safety, lighting, amenities and overall site quality.”

“If you want a customer to visit once a month, talk to their wallet. If you want them to visit every day, you have to talk to their heart,” said Andy Bennett, group president of convenience retail at Vontier. “Our research shows that the most frequent visitors are not chasing a cents-off coupon; they crave the feeling of community.”

Retailers are going above and beyond to enhance their loyalty apps, adding gamification, new ways to redeem offers, and innovative strategies to connect with their customers and be on the forefront of what the next phase of customer personalization will look like. Read more about loyalty in the February 2023 NACS Magazine story “Welcome to the Club.”

Hot dispensed beverages