How Circle K built a customer-centric brand using customer loyalty technology
Customer-centricity is certainly a buzzword those in the convenience and forecourts sector are hearing more and more often. But what does it really mean to bring a customer-centric marketing strategy to life? Market leader Circle K built a customer-centric brand using customer loyalty technology, reinforced by a superior customer experience.
Play or Park was setup due to Topaz being a new company without a userbase, Circle K doubled down on customer-centricity, they didn’t have a market position or a customer relationship. Circle K, which rebranded from Topaz in 2018, sought to ensure customers knew they were the most important element of the business both through their marketing efforts and the in-person value they delivered.
To that end, the leading fuel and convenience company partnered with Azpiral to incorporate gamification into their marketing strategy, pushing customers to make repeated purchases based on earning points they could exchange for competition entries. At the same time, Circle K focused heavily on customer-centricity, improving and perfecting the customer experience for patrons when they arrived in store. In an interview with Global Convenience Store Focus, Circle K’s food director Derek Murphy explained, “We’ve not compromised on the customer experience. Previously we started with the offer but now we start with the customer experience – providing a nice seating area and WiFi, etc. That’s the base point and then we layer on top if there is more potential for other elements.”
Azpiral proved to be the perfect partner for Circle K, as we are able to host large volumes of customer demographic and transactional data that gave Circle K the information they needed to create specific offers for their customers. Circle K’s two-pronged approach reinforced to customers that they were central to the business, and built trust thanks to repeated delivery of tailored offers and superior value over time.
For more information on how you can use customer loyalty technology to bring your customer-centric marketing strategy to life, get in touch with us at email@example.com today.