HANOVER, N.J. – A year ago, QuickChek added a digital marketing team to its corporate office in a concentrated effort to connect with on-the-go mobile shoppers, Chain Store Age reports. “We couldn’t track consumer spending, or understand what media—traditional or digital—was bringing people into stores,” said Eric Rush, digital marketing manager.
The 140-unit chain started with email and text messages and using social media and e-commerce to engage shoppers. Then, Rush, who now heads the division, started creating mobile-based services, such as an app with digital games, menus and mobile ordering. “It was a different way to interact, and now they had QuickChek right in their pocket,” he said.
QuickChek needed to do more than grab the attention of customers—it needed to connect with the right people with the right messages. “Mobile users have a three-second attention span, and we needed to leverage that time to convince them our food is a better tasting, more valuable choice,” Rush said.
The convenience store chain joined with PlaceIQ to analyze location data and behavior to help QuickChek fine tune its multimedia messaging service. “We can see how effective our advertising dollars being spent are by measuring the amount of guests visiting following the delivery of a mobile promotion,” Rush said. “Based on their behavior and shopping patterns, we can determine if guests are taking advantage of the campaigns, and then tweak messages to further optimize on these customer segments to drive a larger return on investment.”