12.22.15 Tuesday
Marketing Strategies for Modern Convenience Stores
By: P. A. (Andy) Weber III
0 Comments

There’s been a lot of press coverage lately about “modern” convenience stores. The verdict seems to be that convenience stores of the future are very individual focused, offer healthy options, and embrace technology. Those are all great attributes, but how do convenience store chains need to change their marketing to communicate their evolving value to customers?

Inbound vs. Outbound

Businesses in all industries are finding that inbound marketing can be a lot more effective and affordable than traditional outbound methods. Outbound marketing includes most of traditional advertising: radio ads, tv, billboards, etc. These are marketing tactics that interrupt the user from whatever they’re doing.

Inbound marketing is non-interruptive. It earns attention organically. Common inbound marketing tactics are blogging, opt-in emails, books, public speaking, community building, and word of mouth. The idea is that the marketing itself is something of value to the customer, so the customer is more willing to build a relationship with the company.

Value-centric Marketing

Speaking of value, it’s important that customers see the value in your company and your product offerings. You already design your location, stock, pricing, and environment to maximize both value and convenience for your customers. But does your marketing show both your value to the customer and the values you hold as a company?

Value-centric marketing puts the emphasis on the “why” of what you do. You strive to offer your customers the best products at the best price. Why? Because you want to improve your area by providing easier access to healthy choices. You design your locations to feel like a second home. Why? Because you appreciate the long hours truck drivers put in and feel that they deserve their stops to be pleasant and comfortable. When you bring these “whys” to the front of your marketing, you attract people who believe in your mission and want to support it.

Letting the Customers Speak

Every business knows that it’s important to listen to their customers, but businesses today must actively give their customers the opportunity to speak. This means to ask for reviews on industry sites. It means to encourage discourse in social media channels and on their blog. And it means to share what they say with other customers and potential customers. Because what other people say about you is a lot more convincing than what you say about yourself.


What marketing tactics do you think are most effective for modern convenience stores? Share in the comments!

<< back to blog
“The folks at Corner Capital demonstrated great leadership and industry knowledge managing our financing requests. I was able to consolidate my debt structure, reduce costs, and create capacity to meet our growth needs. I’ve recommended them to my peers and my customers.”
-Jeffrey Magness, Magness Oil Company
“Corner Capital led us through a strategic analysis of our branded dealer business, interfacing with our Board throughout. When the Board determined to exit that segment, Corner Capital expeditiously executed our structured sale process and outperformed our value expectations.”
-Ken McPherson, The McPherson Companies, Alabama
“Corner Capital demonstrated patience and persistence in our negotiations over a year’s time, solving a complex structuring project. The end result was a tremendous amount of value and a great long-term relationship.”
-Rene Anabi, Anabi Holdings North Master, LLC
“On several occasions, we were approached with different opportunities to exit the industry. Before giving any real consideration to any of those options, my family engaged Corner Capital to provide a Fair Market Valuation for our business. As a result, we furthered our engagement to allow Corner Capital to manage the structured process for our exit strategy. Their knowledge, industry experience, and personal touch provided Lois and me the comfort needed to successfully close our transaction with Sunoco. Without a doubt, a wise decision on our part to bring the Corner Capital team into our process.”
-Jim Kolkhorst, Kolkhorst Petroleum & Rattlers Convenience Stores, Texas
“Lard Oil recently engaged Corner Capital Advisors on two projects, first to assist in an acquisition opportunity and the other to manage the process to refinance our Sr. term and revolver facilities. The CCA team brought a wealth of knowledge and expertise and did so under our strict timelines and expectations. I have no reservations of recommending their firm and intend to engage with them as other opportunities present themselves.”
-Johnny Milazzo, President and CEO – Lard Oil Co., Denham Springs, LA
“Corner Capital successfully negotiated and facilitated my refi project and helped me find additional capital to support my ongoing growth plans. They managed all aspects of the project very well and I would not hesitate to use them again or to recommend them to other marketers.”
-Carlos Garza, La Lomita
“Andy Weber and his team at Corner Capital have done exceptional work supporting transactional, valuation, and various proprietary initiatives at our companies. Andy’s extensive industry experience, technical competence, and practical "real world" approach is a valued resource to our organization. The Corner Capital team consistently delivers-----and always in a most timely and impactful manner.”
-M.J. Castelo, Managing Member & President – Andretti Petroleum LLC / Peninsula Petroleum LLC / Humboldt Petroleum Inc.
Menu