NASHVILLE, Tenn. -- Over the past three days, NACStech 2007 attendees heard and saw a variety of technology-related solutions to consider adding to their operations, and NACStech 2007 Chairman Patrick Lewis urged attendees to review these potential solutions and find the ones most applicable to their operations.
"It only takes one good idea to fundamentally change the way you do business. And technology can be huge part of that answer," said Lewis, partner at Oasis Stop 'n Go in Twin Falls, Id.
"I urge you to get together with your management team and talk about what ideas you saw here, which ones would work in your stores today and could potentially work in your stores tomorrow," said Lewis, citing his personal experience.
"Technology literally saved my business in the late 1990s, as our small chain faced extinction as aggressive hypermarkets selling fuels entered our market. I thought I knew my customers before. But technology helped me realize what I didn't know," said Lewis.
"Before we adopted a radical new loyalty program, I knew the customer's face. I talked to him sometimes daily. But if he stopped coming in to the store, it might be a week before I asked, 'Has anyone seen beat up Camaro guy that buys Marlboro Reds and a cup of coffee every morning?'"
Now, thanks to the company's technology, our loyalty program, Lewis knows that man's name is Chuck Garrison. He knows that Garrison also comes in most evenings, and buys another pack of cigarettes and a couple of tall boys on his way home.
"My employees and I now call him by his name when we see him. We also treat him with the added respect and friendliness that he deserves. Thanks to our loyalty program, I know specifically, that Chuck is worth almost $5,000 a year in sales to Oasis Stop N' Go. Last year Chuck qualified for an Elite-level loyalty card. He also received a Christmas card from us thanking him for his business. And on his birthday this past February, the morning coffee was on us," said Lewis.
Before the company developed the loyalty program, which is highlighted in the April 2007 NACS Magazine, the company didn't know what the next day held in store for them. "Today, we have a million customers in 10 states using our loyalty card and we can't wait to find out what the next day will bring," said Lewis.
"If you don't think that technology can be leveraged to enhance relationships in the convenience store channel, I am living proof that it does," Lewis said.
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