C-Store Data: The Essentials of Success

There are a lot of good reasons a c-store should understand and utilize their data—a list that is growing.

The c-store operators that get it done these days understand that sales and sales-related data are essential to their business, because it’s the stuff that reveals what’s really going on at the store: what’s hot on the shelves; which vendors raised item prices two weeks running; the reoccurring discrepancies in a delivery invoice.

In addition, c-store sales data is key in understanding what promotions are working; what items are being bought together again and again at the POS; what irregularities, if any, might be occurring at check-out. These examples only scratch the surface of the value of actionable c-store data, and it seems like more uses are being uncovered every day.

Using data in support of the store’s marketing efforts is one recent development. It makes sense that if the store has a digital record of a consumer’s retail behavior, it becomes easier to anticipate and appeal to their proven preferences, which is what’s driving these initiatives. The desired outcome is a “personalized shopping experience” which can mean anything from targeted offers and promotions on an individual basis; to customized loyalty programs; to focused recommendations and offers through e-mail, a banner ad on a web page, or other communication channels.

A most recent outgrowth of the trend is what is known as a Retail Media Network (RMN). An RMN is an advertising platform created by a c-store (or any retailer, actually) that allows brands to showcase their products directly on the store’s digital properties, such as their website, mobile app, or on a screen at the fuel pump. Traditionally, in this set up, brands pay to have their ads displayed to customers who are shopping or browsing on these digital platforms.

SSCS customer Circle K has started to use RMNs at stores in selected parts of the world. Other chains are also offering them. Besides the revenue the store realizes from the brands paying to post on its network, the targeting of the consumer’s preferences creates a pretty strong connection between the store and the individual shopper, encouraging an ongoing retail relationship.

These days, it’s getting pretty difficult to imagine a convenience store succeeding without leveraging its data to its own advantage. And for some time now, the only feasible way to collect and analyze massive quantities of it is through computerization.

However, there’s more to the process than just accumulating a hard drive full of information. C-store data has to tell a meaningful, up-to-the-minute story to the operator about store performance. The narrative should be easy to understand, and incorporate the preferences of the user in what information is emphasized and how it is organized, overall.

The SSCS solution set was designed to make data usability for customers a priority, and its importance is reflected throughout our Computerized Daily Book back office and our Transaction Analysis software for at-the-POS data collection, analysis, and reporting. Decision-makers need clear, meaningful insights from their data that don’t take all day to uncover. We can show you exactly how our tools can help, when you call us at (800) 972-7277.